Child's play: As firms pursue the perfect PR shot, Obiter has noticed a worrying trend - they are starting to play the 'aaaahhhh' card.

First, last month, we had Birmingham firm Carvers advertising its worthy 7,000 contribution to help the NSPCC run its 'I want to be safe' campaign around primary schools in the West Midlands (above left).

Now, Leamington Spa-based Wright Hassall has gone for the goo factor to publicise its work for Tumble Tots International, in its sale to Sina Limited (above right).

Wright Hassall lawyers Mark Lewis and John Malins (first and second left) are the ones looking particularly uncomfortable.

Kidd Rapinet acted for Sina and has so far not sent us more kiddie pics, thank goodness.