Los Angeles Business Journal

Disney Launches 'Disney Baby' Site

By Deborah Crowe Tuesday, January 17, 2012

Walt Disney Co. on Tuesday announced the launch of DisneyBaby.com, a website for expectant and new parents featuring parenting advice and a collection of products from the Disney Baby brand.

The site has social commerce features such as a showcase for its new line of infant apparel, a digital community scrapbook and a resource center. Disney Baby Magical Moments, for example, enables parents to upload their favorite baby moments. The site is organized around different times of a baby’s day, such as dressing, eating and bath time.

Disney launched the Disney Baby brand last year, and in November paid $40 million to acquire Babble.com, a parenting site featuring more than 200 “mommy bloggers,” who now will contribute to DisneyBaby.com. The web site’s exclusive sponsor is Huggies diapers, part of Dallas-based Kimberly-Clark Corp.

"We continue to focus on building compelling new digital platforms to serve the needs of parents at every life stage, and are very excited to introduce a new destination that shows expectant and new parents how to add a little Disney magic to their growing family's life," said Brooke Chaffin, senior vice president, Disney Interactive Moms and Family, in a statement.

Separately, the Burbank company announced that it would expand its updated retail design for the Disney Store chain to 12 countries by the end of this year. The stores have an interactive retail model, with activities interspersed among the merchandise.

Disney shares were up 38 cents, or 1 percent, to $38.78 in midday trading on the New York Stock Exchange.