Find out what sites/blog these parents frequent. And advertise on these sites or strike a partnership.
Here is a list of potential sites targeting parents:
http://www.blogtopsites.com/parents/
Here's how to approach these sites on the cheap. Send them an email and politely ask if they would be willing to write a review of your software if you shipped them a free copy. Keep the email short and sweet.
-------------- SAMPLE EMAIL TO BLOGGER ---------------------
Hi there, {BLOGGER NAME GOES HERE},
My name is _______. I'm a toy inventor.
I enjoyed your last post about ___________and read your blog often.
I make software for children to allow them to ______________. I was wondering if you'd be interested in testing and reviewing our software if I sent you a free copy. I'm not looking for a long review...just an honest one.
If this interests you - drop me a line and I'll respond.
Keep up the Good Posts!
{YOUR NAME}
----------------------------------
Now if this does not work...you can try buying ads. Use a service like Adbrite.com to buy ads on people's Blogs.
That's it. Hope this helps.
Note: Some people may recommend Google Adwords. Here's my take. Proceed with caution. Google adwords may be tough. Most people searching for keywords such as "good parenting" are probably new parents. You're targeting parents of 5 - 12 year old. So Google may not work well for you.
of course lebarton....just drop me a whiper (private message on this forum) and let me know what your needs are. We do a lot of consulting projects ranging from 1K to 1 Million + multi-year JV deals