TheFirstDay Targets New Parents With Web Sites
Dubbed TheFirstDay.com, the joint effort, once launched, will offer free Web sites to new parents allowing loved ones and friends to view baby photos online, as well as make purchases from sponsors of the site. A percentage of each purchase will go toward a mutual fund set up in the baby's name. 3Buddies.com will develop and maintain the sites.
TheFirstDay.com will be introduced to expectant parents primarily through GiftPax, Bounty SCA's sample distribution program available through obstetrician offices and hospitals. Sponsors are currently being solicited; Bounty SCA and Sesame Street have agreed to leverage existing relationships with advertisers.