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Walmart has revealed an integrated 360-degree marketing and media relationship with Hispanic family media company Todobebé, Inc. across the Todobebé, Viva La Familia and Blogs de Mamás properties. Walmart is now the sole, year-round retail sponsor for the company's multiple platforms, which target Hispanic mothers and families raising children under 5 years old in the United States.
Proprietary research from Todobebé shows that more than 90 percent of Hispanic moms with children under 5 want more information on health, safety, food, child behavior and products. To meet this need, the Walmart- Todobebé partnership offers relevant content integrations across all Todobebé platforms. An example is the “Soluciones para Mamá” segment sponsored by Walmart on the weekly TV show “¡Viva La Familia!”, which airs on the Spanish-language Univision Network. Further integrations will appear across Todobebé and Viva La Familia radio, online, events, print and mobile applications.
“At Walmart, we’ve always been committed to offering our moms the best available resources and solutions to help them save money and live better,” noted Carla Dodds, senior director, multicultural marketing, Wal-Mart Stores, U.S. in Bentonville, Ark. “Our relationship with Todobebé allows us to take it one step forward with Spanish-language, culturally-relevant content tailored to Hispanic moms. With our focus on everyday low prices, Walmart offers the most affordable options and brands to help moms who are looking to further stretch her dollar.”
“Walmart was the first national retailer to work with us in providing content and product packaging in Spanish for moms and families raising babies, and has been instrumental in making products accessible and affordable for Hispanic moms nationwide,” added Gillian Sandler, CEO and chairman at Miami-based Todobebé. “This relationship is important for delivering on our mutual commitment to serving Hispanic moms and their families.”
Walmart first teamed with Todobebé in 2003 for the launch of the first TV show for Spanish-speaking parents in the United States.