Disney buys online parenting site Babble


The Walt Disney Company announced the purchase of Babble Media, an online parenting platform that features more than 200 influential mom bloggers

“The acquisition of Babble further strengthens the position of Disney Interactive Media Group’s Moms and Family portfolio as a leading online resource for moms and families,” said the company announcement. Terms of the deal were not disclosed.

Babble was named by Time Magazine as one of the 50 Best Websites of 2010 and by Forbes as one of the Top 100 Websites for Women. Its stable of bloggers contribute daily to parenting topics including pregnancy, child care, health, food, family activities as well as lifestyle topics such as home, fashion and family products.

Disney Interactive will infuse its Moms and Family evergreen content into Babble, the company noted.

“Parents’ relationships with Disney are founded in stories, and Disney’s best stories are about families. We believe that Babble and Disney can harness the power of storytelling to inform, entertain and empower parents everywhere,” said Brooke Chaffin, SVP of Moms and Family, Disney Interactive Media Group. “With more than 3.9 million mom blogs in the US alone, Disney Interactive recognizes and values the important and powerful role moms have taken on in new media.”

“We can’t imagine a better next step than joining the world’s leading media company for families, The Walt Disney Company, and look forward to bringing together Babble’s resonant voice and community with Disney’s expansive family audience, wide range of content and multi-media platform,” said a joint statement from Rufus Griscom and Alisa Volkman, the husband and wife who founded Babble in 2006. They will join the Disney Interactive Media Group.