THE search is on again for the Daily Echo’s Child of the Year.

Now in its 15th year, the competition to find the region’s bonniest baby and cutest toddler is officially launched today.

Last year scores of votes were cast for our winning tot Alistair Boswell who beat off more than 1,000 entries to scoop the prestigious title.

The toddler, then aged 21-months, from Netley Abbey took the top prize after winning judges over with his cheeky grin, blond hair and sparkling blue eyes.

Readers voted in their hundreds for Alistair whose parents David and Sandie Boswell said they were delighted with the win.

David said: “As a father you always feel that your child is the most beautiful in the world – no matter what everybody else thinks.

“But to have that confirmed by hundreds of people voting for Alistair is fantastic.”

Sponsored by The Mall Marlands the search is now officially on to find our 2009 winner.

Along with the title, the winner will receive £200 of Mall Marlands vouchers, along with a framed photo of their child and a Daily Echo winners crystal bowl.

Runner-up prizes will also be given out in each category, making a total prize money package of £800.

Children can enter simply by visiting the Mall Marlands centre at specially arranged sittings beginning on June 1.

Parents must have with them a sitting coupon that will be printed in the Daily Echo, the first one appearing today. They will then appear every day while the sittings are taking place.

A professional photographer will be at the centre from 9.30am to 4.30pm every day, including Sundays, until June 14, ready to take snaps of those winning smiles.

Each participating child is put into one of four categories based on their age which are; 0 to nine months, 10 to 18 months, 19 to 36 months and three to five years.

The photos are then printed in a series of supplements throughout July before the phone lines are opened for the public to cast their votes.

Once the lines have closed a panel of judges has the difficult task of choosing a winner before the Child of the Year is finally revealed.

Don’t miss your chance to show off the apple of your eye, simply cut out the coupon in today's Daily Echo and take it along to one of the sittings, and you could be the proud parent of our Child of the Year 2009.