Kinderling Kids Radio acquires Babyology, launches The Parent Brand
Children’s radio station Kinderling Kids Radio has acquired Australian parenting website, Babyology, creating a new digital media company for families with children.
Known as ‘The Parent Brand’, the new network will produce written, video and audio content across the Babyology and Kinderling brands.
The two brands will exist separately, but will aim to leverage insights and content from one another to deliver cross-channel audiences and clients.
Evan Kaldor, The Parent Brand CEO, and founder of Kinderling Kids Radio, said the network will create new opportunities for brands in the parenting space.
“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,” Kaldor said.
Upon completion of the merger, Babyology founder, Mandi Gunsberger, will depart the company, and Kinderling’s commercial director and Essential Baby founder, Kylie Little, will become Babyology’s managing director.
Kinderling did not disclose the costs of the acquisition
Little said of the acquisition: “We have tremendous respect for the Babyology brand that Mandi and Ben Gunsberger, along with Ella Walsh and the team, have created.
“We’re excited by the opportunity to further extend the content offering across both the Kinderling and Babyology brands, as well as connect Babyology’s audience with Kinderling’s fast growing radio station built specifically for families with young kids.
“Babyology has a blue-chip client list and we look forward to working with them to offer innovative media products that speak directly to Australian families from pregnancy to preschool.”
Gunsberger said she was proud to have transformed the company into a “supportive community for mothers”.
“It’s been a rollercoaster ride over the last 10 years, starting with a blog run from the dining room table and turning it into a digital media business with a community of over 1 million highly engaged women.
“I’m thrilled that we are handing over the reins to Kinderling, who also share our values. Thank you so much to our team, community and of course our advertising partners over the years.”
Terms of the transaction were not disclosed.
Last month, the SCA-backed radio station launched a new childcare centre show.
The Parent Brand. I love it.
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