The Walt Disney Company, through its wholly owned subsidiary Disney Online, has acquired Babble Media, an online parenting platform featuring more than 200 influential “mom bloggers”. The acquisition of Babble further strengthens the position of Disney Interactive Media Group’s Mothers and Family portfolio as a leading online resource for mothers and families. Terms of the deal were not disclosed.
Babble was founded in 2006. Its stable of bloggers contribute daily to parenting topics including pregnancy, child care, health, food, family activities as well as lifestyle topics such as home, fashion and family products. Babble attracts a broad and engaged audience with its nearly constant stream of posts, written for and by mothers.
“Parents’ relationships with Disney are founded in stories, and Disney’s best stories are about families. We believe that Babble and Disney can harness the power of storytelling to inform, entertain and empower parents everywhere,” said Brooke Chaffin, SVP of Moms and Family, Disney Interactive Media Group. “With more than 3.9 million mom blogs in the US alone, Disney Interactive recognises and values the important and powerful role moms have taken on in new media.”
Babble will remain headquartered in New York. Rufus Griscom and Alisa Volkman will join the Disney Interactive Media Group.
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