Kinderling acquires Babyology to create The Parent Brand network
The Parent Brand will produce content across the Babyology and Kinderling brands
Kinderling Kids Radio is to acquire Babyology to create Australia’s largest digital media company focused on families with young children, called The Parent Brand.
The Parent Brand will produce written, video and audio content across the Babyology and Kinderling brands, with a combined social community over 1.2 million followers, spanning the family life-stage spectrum from conception and pregnancy, to baby and toddler, through to kindy and preschool.
The Parent Brand CEO, and founder of Kinderling Kids Radio, Evan Kaldor, said the creation of this network presents exciting opportunities for both brands.
“The Parent Brand delivers a big, highly engaged audience for advertisers wanting to connect with parents of young children aged zero to six, and those who are pregnant or trying to conceive.
"The Babyology and Kinderling brands will continue to exist independently but we’ll be able to leverage the insights and content across both to deliver best-in-class, cross-channel content for audiences and clients. We will continue to explore new partnerships and opportunities that can build on this strong foundation.”
Upon completion of the merger, Babyology founder Mandi Gunsberger will step back from the business. Kinderling’s commercial director and Essential Baby founder Kylie Little will assume the role of Babyology managing director.
