How can I market an idea I feel would be beneficial to parents when shopping with their children?

I have an idea I can picture in my head for a baby/toddler product that parents could use when shopping. I'm unsure where to begin with this idea. I'm also afraid that if I give out the specs, someone else will steal it. Can you help me get started?
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Honestly, this isn't what you want to hear, but you can forget that dream of just selling that picture in your head. You don't own it until you have a patent or a business built around it, and even then unless you defend it, ownership is of relatively little value.

Do a business plan. Build a business, or forget it.

Tim