Disney is stepping up its efforts to court parents to the company’s various products by purchasing Babble Media, a platform for more than 200 influential mommy bloggers.
Financial terms of the deal, made through Disney Online, were not disclosed, but Babble, which has created a niche in targeting hipster parents, will become part of Disney Interactive Media Group’s Moms and Family portfolio as a leading online resource for moms and families.
Babble was co-founded by Rufus Griscom and Alisa Volkman in 2006; its bloggers post on topics including pregnancy, child care, health, food, family activities as well as lifestyle topics such as home, fashion and family products.
The company and its 40-person staff will remain headquartered in New York. Site was once owned by Nerve Media.
“Parents’ relationships with Disney are founded in stories, and Disney’s best stories are about families,” said Brooke Chaffin, senior VP of moms and family, Disney Interactive Media Group. “We believe that Babble and Disney can harness the power of storytelling to inform, entertain and empower parents everywhere.”
Given the more than 3.9 million mom blogs that operate in the U.S., it’s no surprise that Disney has long courted that community, inviting the more active bloggers to film premieres, the D23 confab and theme park attraction launches, along with other events to promote all-things Disney.
Babble is visited by 4 million uniques each month and has grown 100% each year as it competes with similar sites like CafeMom (which Disney had considered purchasing), Parents.com, NBC’s iVillage and Johnson & Johnson’s BabyCenter.
Babble will become part of Disney Interactive as the Mouse House is readying to relaunch its Disney.com site next fall.