Kinderling Kids Radio has today announced that it will acquire Babyology, and in so doing, create Australia’s largest digital media company focussed 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 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 in the rapidly evolving 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.”
The Babyology and Kinderling brands will continue to thrive 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.
Kylie Little, said “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.
Babyology Founder Mandi Gunsberger commented:“It’s been a roller-coaster 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 proud to know we have built Babyology into a supportive community for mothers by staying true to our vision over the last decade. 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.”