Child modelling is a tempting proposition for many parents, and there is consistent commercial demand for babies and children in television advertising, clothing catalogues, and magazines. If you’re considering it, choosing a reputable agency is essential.
Thousands of applications are sent to modelling agencies every week, and only a fraction lead to work. Some agencies charge one-off or annual fees, so it’s important to understand what you’re paying for and what support your child will receive in return. The ten agencies below are well-regarded by both parents and the commercial clients who use them to find young talent.
Note: Agency books open and close regularly. Always check an agency’s website or mailing list for the current application status before applying.
1. Kids London
Kids London was founded in 1996 by former model Sue Walker and represents children for both modelling and acting. The agency works with a wide range of prestigious clients including Gucci, Burberry, Selfridges, Harrods, Vogue, Calvin Klein, Zara, M&S, BBC, Amazon, and HBO.
Models from birth to age 22 are considered. To apply, complete the form on the website and attach two photographs — a facial snapshot and one full-length shot. There are no upfront fees to join.
2. Bruce & Brown
Established in 1988 by former model Kipsey Owen, Bruce & Brown is one of the most respected children’s agencies in the UK, working with both domestic and international clients for photographic, commercial, film, and TV work. Clients include Vogue Bambini, Zara, Harrods, Stella McCartney, Next, John Lewis, Marks & Spencer, Boden, Disney, and Joules.
Children of all ages may apply, but only those living in or near London will be considered. No joining fees are charged and a portfolio is not required. Apply by emailing the child’s details along with at least four recent images — full requirements are on the website.
3. Scallywags
Scallywags has been representing babies, children, and teenagers for modelling work since 1984, making it one of the longest-standing agencies of its kind in the UK. The agency places children in advertising, photographic, fashion, and television commercial work for clients including Stella McCartney, Harrods, Gucci, John Lewis, and Zara.
Children from newborns to teenagers are considered. Applications are made via the form on the website. Successful applicants are signed to a one-year contract and must pay a subscription fee.
4. Bizzykidz
Founded in 1996 by Debi Clark — herself the mother of a child model — Bizzykidz has grown into the UK’s largest child modelling and talent agency, with divisions across England, Scotland, Wales, and Ireland. Clients span fashion labels, supermarkets, and household brands including Asda, BBC, Boden, Boots, Clarks, Disney, H&M, Harrods, Johnson & Johnson, Marks & Spencer, Sainsbury’s, and Sky.
Unlike many London-based agencies, Bizzykidz accepts applications from children across the UK. To apply, complete the form on the website and attach a headshot, a side shot, and a full-length photograph. There is a one-off fee to be included in the website and casting directory — check the website for current pricing.
5. Urban Angels
Urban Angels was set up in 2003 with a specific focus on representing the diversity of children living in urban environments. The agency commissions models for photographic and TV work for clients including Zara, Harrods, Monsoon, Vogue, H&M, BBC, Disney, Sky, Gap, Mamas & Papas, and Channel 4.
To apply, fill out the form on the website and attach recent photographs. Successful applicants will be invited to a consultation and photoshoot. An annual fee applies for those offered a contract — check the website for current terms.
6. Alphabet Kidz
Established in 2003, Alphabet Kidz represents young talent, teens, and babies for a wide range of commercial work. Clients include The White Company, Marks & Spencer, Ted Baker, Adidas, John Lewis, Boden, Argos, Paul Smith, and Next.
Baby applications are accepted year-round; books for older children open at intervals throughout the year. Children must be based within one hour of central London. A fee applies to cover an initial photoshoot and online portfolio setup — check the website for current pricing.
7. Bonnie & Betty
Bonnie & Betty is a well-known child model and talent agency founded in 2009 by Bonnie Lia. It represents babies, children, and teenagers (newborn to 16 years) for photographic, commercial, TV, film, voice, and stage work. The agency is deliberately selective, keeping numbers low to offer a genuinely personal service. Clients include Gucci, Kleenex, Mattel, and Amazon.
The agency has divisions in both London and Manchester. Books open periodically — parents should join the mailing list on the website to be notified. When open, applications are submitted online with a headshot and full-length photograph.
8. Pixie Models
Pixie is a central London agency representing child models and actors from babies to young adults aged 0–21. Based between Covent Garden and Soho, the agency is known for its supportive, family-friendly approach. Pixie operates as a non-sole agency, meaning children may be registered with other agencies simultaneously.
Books are currently open. To apply, fill in the form on the website and attach a close-up and a full-length photograph — professional photos are not required. Check the website for current fees.
9. Kiddiwinks Agency
Kiddiwinks represents children from newborn to 18 years for catalogue, film, and commercial work. Clients include Morrisons, Boots, Monsoon, Boden, and Marks & Spencer. The agency actively seeks non-white children and those who natively speak languages other than English.
Parents can apply on their child’s behalf by emailing or completing the online form with a recent, clear photograph, or by attending an assessment day.
10. BMA Models
BMA Models is one of Europe’s leading model agencies and includes a dedicated children’s division covering TV commercials, fashion photoshoots, and catwalk shows.
To apply, complete the form on the website and attach recent photographs.
