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Disney acquires mummy blogger site - ToyNews

Disney acquires mummy blogger site

Firm buys Babble Media, an online parenting platform for an undisclosed price.
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Disney said the acquisition of the site, which features over 200 bloggers, strengthens Disney Interactive Media Group's portfolio of online resources for mothers and families.

Babble Media was founded in 2006 by Rufus Griscom and Alisa Volkman and was listed as one of the 50 best websites of 2010 by Time magazine. It will remain headquartered in New York, and its co-founders and the rest of the 40-strong team will continue at the company.

Brooke Chaffin, senior vice president of moms and family, Disney Interactive Media Group, said: "Babble is sharing the experience and stories on a daily basis through the parents' lens, And it brings in a blog network that is so important to this audience, because it's by, for and about parents, and that's far more important for them than experts.

"What Babble is doing is best of breed ... it is just a different approach to blogging. It felt like we at Disney are about storytelling, and Babble does an amazing job doing just that."

Babble has turned over in excess of $6 million since it was 'spun off' from Nerve Media and has grown 100 per cent in the last year, with four million unique monthly users.

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