December 12, 2007, 12:00 AM

Disney’s iParenting buy adds to online family-based content

In a move to expand its stable of online family-targeted content, the Walt Disney Internet Group has acquired iParenting Media. IParenting includes an array of professional and user-generated content, such as hundreds of message boards aimed at parents.

Bill Briggs

Senior Editor

In a move to build its stable of online family-targeted content, the Walt Disney Internet Group has acquired iParenting Media. Terms were not disclosed.

IParenting’s resources will become part of Disney Online and feature a wide array of professional and user-generated content, including thousands of articles and expert Q&As;, and hundreds of message boards targeting parents. IParenting’s audience is families, young parents and parents-to-be and content is provided in English and Spanish.

The acquisition includes the ISO 9001:2000-certified iParenting Media Awards, product review and awards program that recognizes the best products in the children’s media and juvenile product industries. Disney will continue the awards program as an impartial resource for parents and consumers, the company says.

“IParenting has built a strong, trusted reputation among parents, and we feel the site is a perfect complement to our overall portfolio of family-targeted, online brands,” says Paul Yanover, managing director of Disney Online, No. 60 in the Internet Retailer Top 500 Guide. “This acquisition builds on the successful launch of Disney Family.com earlier this year, and the ongoing success of FamilyFun.com and Wondertime.com, by broadening our content for parents to include information about pre-natal and new baby care.”

Disney Online says it plans to absorb all employees of Evanston, IL-based iParenting.

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