What springs to mind when you consider viral videos? Charlie bit my finger? ‘Gangnam Style’? An hour-long rendition of ‘The Wheels on the Bus’? Wait, what? That’s right. A 54-minute compilation of nursery rhymes like that one has now drawn almost half a billion views.

Mysterious and manicured professional ‘unboxer’ DisneyCollector has produced over 1,200 videos on YouTube, and is captivating children around the globe. But what exactly is the appeal of watching a pair of hands remove the plastic packaging of Peppa Pig figurines?

Kids' play often mirrors adult behaviour. With the rise of the ‘foodie’ changing how people see food, cooking and the kitchen, now it’s spreading to toy kitchens, too; out with the plastic sausages and pink kitchens, in with the veggie burgers, mock steel fixtures and miniature coffee makers.

Busy parents want quick, healthy options to feed their children, but it can be hard to know what's best for them. Ella's Kitchen has eschewed crowd wisdom, building a baby food brand that’s an authority for parents and kids alike.