Gerber’s 2020 ‘Spokesbaby’ Makes History As the First Adopted Tot Ever Chosen

(Illustration - Mario Tama/Getty Images)

For the first time in company history, Gerber has chosen an adopted baby girl as its 2020 “spokesbaby.”

The winning tot, Magnolia Earl, turned 1 year old on May 9, 2020. She was chosen as the new spokesbaby in Gerber’s 10th annual Gerber Baby Photo Search just one day previously, making history in the process. Gerber said in a press release that Magnolia beat 327,000 other contestants to win the coveted title.

Magnolia’s parents, Courtney and Russell Earl, were delighted. The Earls were gifted with a $25,000 prize, $1,000 in Gerber Childrenswear, $1,000 from Walmart, and phones including a year of free unlimited service from Verizon. In addition, Magnolia’s image will be featured on Gerber’s social media channels and marketing campaigns throughout 2020.

“Adoption is incredibly special to our family’s story,” Courtney said in the press release. “Winning Photo Search is an opportunity to tell Magnolia’s story and shed light on all the beautiful and different ways families are made.”

Kelly Schneider, a spokeswoman for Gerber, said: “Photo Search is a moment of celebration that so many families look forward to each year. And this year—perhaps more than ever—the Gerber family is thrilled to celebrate with Magnolia and her family, and with families across America.”

Schneider added that as the COVID-19 pandemic has made everyone more isolated than ever before, “finding new ways to feel connected has never mattered more.”

The Earls, from Ross, California, welcomed Magnolia into their family in 2019, six months after receiving a phone call while Magnolia’s birth mother was in labor. The Earls remain in regular contact with Magnolia’s biological parents to this day and promptly called them to break the news of Magnolia’s election as the latest Gerber spokesbaby.

“If you could hear the joy in their voices of how proud they are of this little girl,” Courtney told Today.

Courtney hailed Magnolia’s birth parents as the “real heroes” in her daughter’s story. “They chose her life,” she said, “and they sent her on this incredible journey.”

“Together with them and our community and our family, we all this love this baby girl so much,” Courtney said. “We celebrate adoption in our family every single day.”

Announcing the decision on the company’s website, Gerber said: “Magnolia’s joyful expression, playful smile and warm, engaging gaze captured our attention right away. Her sunny personality shone right through and melted the judges’ hearts, and we’re sure it will melt yours too!”

“Magnolia has brought so much joy to everyone she meets,“ said Courtney in the press release. ”Her personality is beyond happy and joyful.”

The Earls’ older daughters, 12-year-old Whitney and 8-year-old Charlotte, who are also adopted, happily gained a baby sister when Magnolia was adopted. “The three girls adore playing together—especially splashing in the kiddie pool and dancing to the Baby Shark song,” noted the statement.

The “Gerber baby” tradition began in 1928 with the company’s original chosen mascot, Ann Turner Cook, now 93. Ann’s portrait was the face of the brand until the annual “Photo Search” contest was inaugurated in 2010; Ann’s iconic image, however, is still printed on the labels of many Gerber baby products. Magnolia is the latest spokesbaby in Gerber’s campaign for greater diversity; 2018 welcomed the first Gerber baby with Down syndrome, Lucas Warren, and 2019 the first baby of Hmong descent, Kairi Yang.

In a statement, Gerber’s president and CEO, Bill Partyka, hailed 2020’s spokesbaby, Magnolia Earl, as a symbol of connection and unity at a time of great need in the community.

Partyka said: “At a time when we are yearning for connection and unity, Magnolia and her family remind us of the many things that bring us together: our desire to love and be loved, our need to find belonging, and our recognition that family goes way beyond biology.”