Thanks everyone for your replies. We have been to the dermatologist. He just confirmed that it is a hemangioma & sent photos to the Childrens. They are the ones who treat so have to wait & see what they think of it, whether it's "bad" enough for treatment so to speak.
Schmickers - so far it hasn't bled but I'm always worried it will when I'm cleaning his face or wiping his mouth. I think the dermatologist said the Childrens use a laser.