The Conservatives have set out a section of their colourful market stall designed to appeal to families.
The basic thrust of the policy document Supporting Families is that they are offering everything Labour is, with extras.
While Labour has steadfastly refused to intervene in informal childcare, the Conservatives say they would throw in an extra 50 a week to an estimated 250,000 families, regardless of the type of childcare they use.
They also say they would improve on Labour's maternity offer by giving parents the choice of taking nine months at 102.80 a week - Labour's core offer - or six months at 169.62 a week.
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