New York, NY, United States (AHN) – Walt Disney drew its baby business on Tuesday with the delivery of DisneyBaby.com The new website features merchandise and also serves as a social media platform for parents.
The site is Disney’s attempt to secure consumers in the baby and parent demographic. In November, Disney took its first step into the foray with the $40 million plus purchase of Babble.com, a parenting site which publishes blogs written by mothers and fathers.
Disney’s DisneyBaby.com highlights tool for parents to upload and share baby photos, and aims to get parents engaged in an interactive manner.
Disney introduced in Disney Baby in the spring of 2011 with the introduction on the Disney Cuddly Bodysuit.
In afternoon trading, shares of Disney were up 1 percent at $38.91 per share.