Ask any new parent, and they'll tell you how cute their baby is. Well now there's a way to put that to the test.

For bubs to have ‘star quality’, it’s all about being cute, cuddly and charismatic.

According to Bonds ambassador Sarah Murdoch, “you can see from the past baby winners it is just that little twinkle, a little spark. I like a bit of cheekiness in a baby, probably why my kids are so cheeky.”

• Make your baby a star
• Toddler with tiaras
• Crawling to class

Last year 53,000 babies entered into the Bonds Baby Search, and today’s open casting call attracted parents hoping their tiny tot takes out the top prize.

“I think every mum is so proud of their baby, and they really want to give them a shot at this, and I think it is just one of those things where they could grow up and say ‘my baby was a Bonds baby’,” Murdoch said.

Murdoch will not only judge the entrants, but will also be scouting through the thousands of online entries to find this year’s Bonds Baby. She says to make a place in the final ten it's all about the perfect shot.

More stories from reporter Madeleine Kennard

“I think it is very difficult with babies. It is always hard to get the right photo. They do something really cute, and then you put the camera up, and they stop doing it, so I know it is going to be frustrating for a lot of mums,” she said.

Crystal Pearce has entered little Tyson into the competition for the last two years. She vows she will keep entering until his picture is up in lights.

It’s a prize money can't buy - seeing your baby as the face of Bonds, with advertising campaigns, commercials and national recognition.

But that recognition quickly turned sour for last year’s entrants Pippa Taylor and her daughter Lillian, who were the victims of racial slurs on the Facebook voting site.

Although competitive, this year the competition has kicked off to a great start, with mums and babies all in it to win it.

This reporter is on Twitter at @maddykennard

• Bonds Baby Search - www.babysearch.bonds.com.au