Disney Online buys mommy-baby site portfolio


Disney Online has completed the purchase of Internet assets from Kaboose, Inc., including Web sites Kaboose.com, BabyZone.com, AmazingMoms.com, and ParentZone.com, among others. As a result of the acquisition, a new group of properties has been formed, the Disney Online Mom and Family Portfolio, which will be led by Emily Smith, vice president, Disney Online.

The reach of this new portfolio of sites contributes to the No. 1 online destination for moms. Sites under this new umbrella include Disney Family.com, FamilyFun.com, Kaboose.com, BabyZone.com, AmazingMoms.com, ParentZone.com and iParenting.com. According to the most recent traffic data from comScore, Disney Online Family sites reached 2.6 million unique visitors in April 2009, while Kaboose sites reached 3.6 million unique visitors. The new portfolio of sites will reach nearly one in five moms online, which is more than the reach of any current family and parenting online destination today.

“Our new portfolio of mom and family-targeted sites creates an unmatched line-up of Web properties that offer parents a wide-range of high quality content, information and community,” stated Smith. “The addition of Kaboose and BabyZone further solidifies Disney Online’s leadership position in reaching moms online, and BabyZone in particular greatly boosts our pregnancy and pre-conception audience reach, which continues to be one of the most active online demographics.”

Disney Online will maintain Kaboose.com and BabyZone.com URLs and distinct content, leveraging the sites’ strong equity among moms and parents. Simultaneously, new content and promotions will be developed to reach across the entire portfolio, allowing for broad reach, while retaining each site’s distinct voice and editorial focus.

“Today, we’ve begun to incorporate the Kaboose sites into our broader Disney Online advertising offerings targeted to moms and are actively rolling out our new portfolio to advertisers,” stated Brad Davis, senior vice president of advertising sales for Disney Online. “We’re offering advertisers a fantastic new line-up.”