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Disney, Nickelodeon court the mom market

Children's media powerhouses Disney and Nickelodeon are both making significant strides to offer online content to an increasingly influential US mom demographic. Disney Interactive has acquired five-year-old online parenting platform Babble Media, while Nickelodeon has officially launched NickMom.com.
November 15, 2011

Children’s media powerhouses Disney and Nickelodeon are both making significant strides to offer online content to an increasingly influential US mom demographic.

Disney Interactive has acquired five-year-old online parenting platform Babble Media, which houses more than 200 mom bloggers. Babble will stay put in its New York headquarters and co-founders Rufus Griscom and Alisa Volkman will join Disney. The terms of the deal were not disclosed.

Of course, this is hardly Disney’s first step into the lucrative mom market. The company already has an extensive Moms and Family portfolio and a network of targeted websites and magazines that speak directly to parents, and has acquired family brands like iParenting Media in the past. But with the Babble acquisition comes a whole new genre of storytelling and daily blog content that hails directly from the mouths of fellow parents. And Disney content – and related products – are expected to be accessible via live links within Babble’s blog posts.

Nickelodeon, meanwhile, has officially launched NickMom.com, a platform that is initially rolling out as a blog featuring humorous stories, photos and polls before it expands next year into a full, mom-focused website that focuses on video content, social media applications, blogs and editorial content.

The website coincides with the brand-new NickMom, Nickelodeon’s mom-focused multi-platform destination that will launch next year as a primetime, advertiser-supported TV block airing nightly from 9 p.m.to 1 a.m. on Nick Jr.

The move from Nick comes in response to recent internal research that finds today’s moms are younger, more diverse and more tech-savvy than prior generations.  Nickelodeon and Nick Jr. are already the top-viewing destinations for moms, according to Nielsen Media Research, and roughly quarter of US moms today grew up watching Nickelodeon.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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