Kinderling Kids Radio amps up parent offering with Babyology addition

Staff Writer

Kinderling Kids Radio is set to acquire lifestyle website Babyology, and form The Parent Brand as they become Australia’s largest digital media company focussed on families with young children.

The move will guarantee an increase in both exposure and content for the SCA-backed kids station, which recently launched a new educational learning program, Play & Learn.

The Parent Brand will produce written, video and audio content across the Babyology and Kinderling brands, with combined social community over 1.2 million followers, spanning the family life-stage spectrum from conception and pregnancy, to baby and toddler, through to kindy and preschool.

According to The Parent Brand CEO and founder of Kinderling Kids Radio Evan Kaldor, the creation of this network presents exciting opportunities for both brands in the rapidly evolving parenting space.

“The Parent Brand delivers a big, highly engaged audience for advertisers wanting to connect with parents of young children aged zero to six, and those who are pregnant or trying to conceive,” he said.

The Babyology and Kinderling brands will continue to operate independently, with the intention of leveraging opportunities and insights and content across both sites.

Kinderling’s commercial director and Essential Baby founder Kylie Little added: “We’re excited by the opportunity to further extend the content offering across both the Kinderling and Babyology brands, as well as connect Babyology’s audience with Kinderling’s fast growing radio station built specifically for families with young kids.”

Terms of the transaction were not disclosed.

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