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What to Expect and BabyCenter Launch Innovative Baby Registry Builder Tool

What to Expect and BabyCenter Launch Innovative Baby Registry Builder Tool

Everyday Health Group’s Pregnancy & Parenting Division Simplifies Registry Creation Experience Across Popular Retailers, Including Amazon, buybuy BABY®, Target, and More

What to Expect and BabyCenter, part of the Everyday Health Group Pregnancy & Parenting (EHG P&P) platform, have launched Registry Builder, a first-of-its-kind tool designed to simplify the baby registry creation process.

“Considering how tiny they are, new bundles of joy need bundles of stuff—even before they’re delivered into your eager arms,” said Heidi Murkoff, the creator of What to Expect. “Sorting through lists, reviews, product features and designs, and loading up a registry cart can be incredibly exciting (everything’s so cute!), but also incredibly overwhelming (everything’s so expensive!). With our new What to Expect baby registry builder, we’re here to help a mama out, holding parents’ hands as they navigate the big world of baby gear.”

With a global network of digital platforms and online communities that reach millions of families around the world, including 91% of first-time expecting moms, the EHG P&P platform has a treasure trove of consumer insights that were tapped to support the development of the Registry Builder. While 85% of moms-to-be will create a baby registry, 33% find the process overwhelming. EHG P&P designed the Registry Builder to simplify and support a stress-free registry creation experience.

The Registry Builder, which can be found on What to Expect and BabyCenter sites and apps, incorporates a simple quiz to identify and recommend those baby registries that best meet users’ needs. It provides users with a personalized checklist of baby ‘must-haves’ alongside buying guides curated by expert editorial teams. In addition to creating and updating registries with ease, users can also connect multiple baby registries in the Registry Builder tool, and share out a single link that enables friends and family to shop across those registries.

“The launch of Registry Builder underscores our commitment to innovation and serving the changing needs of today’s expecting parents,” said Heidi Cho, EVP and General Manager of Everyday Health Group Pregnancy & Parenting. “At any given time, we have access to the largest group of pregnant women and new parents anywhere in the world, and our research shows us that this next generation of expecting moms, more than half of whom will create multiple baby registries, expects more convenience in their experiences. By teaming our expert editorial with cutting-edge technology, we’re offering a truly unique and wholly personal, yet simplified, approach to managing the baby registry process.”

At launch, Registry Builder connects with many of the most popular baby registry sites, including Amazon, Bed Bath & Beyond®, buybuy BABY®, Crate& Kids, Pottery Barn Kids®, Target, and Walmart.

About Everyday Health Group Pregnancy & Parenting

Everyday Health Group Pregnancy & Parenting (EHG P&P), a division of Everyday Health Group, is home to BabyCenter and What to Expect, the world’s most iconic and trusted pregnancy and parenting brands. Guided by a medical advisory board and pregnancy and parenting health experts, EHG P&P delivers award-winning content to support and empower parents at every stage of pregnancy and child development. Our global websites, mobile apps, online communities, and social platforms reach millions of families around the world, including 91% of first-time expecting moms and more than 85% of all expecting parents in the U.S., to create a world of healthy pregnancies, thriving children, and confident parents.

About Everyday Health Group

Everyday Health Group (EHG) is a recognized leader in patient and provider education, attracting an engaged audience of over 60 million health consumers and over 890,000 U.S. practicing physicians and clinicians to its premier health and wellness digital properties. Our mission is to drive better clinical and health outcomes through decision-making informed by highly relevant information, data, and analytics. We empower healthcare providers and consumers with trusted content and services delivered through Everyday Health Group’s world-class brands.

Everyday Health Group is a division of Ziff Davis Inc. (NASDAQ: ZD).

Deana Graffeo Weeks
Alchemy Media for Everyday Health Group Pregnancy and Parenting
646-389-7519 or

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