idea{logg}

getting into the motherhood

It's a show so simple in concept you wish you'd thought of it yourself.

Get moms to write in about their wackiest real life experiences and have funny girls Chelsea Handler, Jenny McCarthy, and Leah Remini act out a weekly favorite.

The result, InTheMotherhood.com is *BRILLIANT!*

The show/website's ability to harness corporate sponsorships through Suave and Sprint is destined to be a huge trend in on line media - somewhat akin to soap company sponsorships of daytime dramas way back before Erica Kane married her 12th husband (shameless All My Children humor). 

In The Motherhood has attracted more than 1000 stories posted each week, and the site has become one of the top mom themed destinations on the web. 

The wickedly funny show has gone through two "seasons" and has attracted more than 21 million views.  Webisodes are between 5 and 6 minutes in length and are viewable on suave.com, sprint.com and the Sprint Exclusive Entertainment (SEE) network, which allows mobile access to the content on select video-enabled Sprint phones.

Both Sprint and Suave have strong marketing efforts focused on moms.  

"In the Motherhood creates a unique platform to allow moms to share their stories with millions of other women. Our customers love the show, and our phones and services are the perfect fit to help mothers stay connected," said Anita Bajaj Newton, vice president, media and digital, Sprint in a recent press release.

“[Suave] is on a mission to help Mom remember the person she often forgets—herself, and to make herself and her beauty a priority again,” said Piyush Jain, Suave senior brand manager of her company's sponsorship of the show. 

MindShare Entertainment, a unit of the media services agency MindShare, developed the series about 20 months ago.  It’s a new world out there,” David Lang, the president of MindShare Entertainment, said. “It goes to show that great ideas and great creativity can come from anywhere.”

Mr. Lang said the online campaign was intended to reach busy mothers who use the Web to decompress and share stories. “The content is very honest and authentic for moms,” he said. “It’s not tied with a bow, it’s not saccharine sweet.” It shows grocery store tantrums, vacation mishaps, and other scenarios inspired by true stories submitted by Web users.

The show is now being developed for ABC, and I hope the broadcast version retains the edge and silliness of the net version, which strikes me as a vehicle more appropriate for HBO to sink their teeth into.  Certainly by making this into a network show it removes the interactivity that moms enjoy so much about the concept and transforms it into something else.  But lets wait and watch before kvetching!

For a taste, watch this episode below.  I have more episodes on my vodpod in the right hand column of this blog.

In The Motherhood Grocery Disaster - The funniest home videos are here

Star Sighting: Nicole Richie and Joel Madden Orbit Los Angeles

Nicole Richie and Joel Madden ran some errands the other day - with their usual retinue of paparazzi in tow, who snapped pictures all along the way.

In this current series of shots the couple made great use of both the Orbit Bassinet Cradle and the Orbit Infant Car Seat.

As you can see, the Orbit system helps parents move around easily in almost any situation.   

Brad and Angelina want you to be just like them

Angelina Jolie and Brad Pitt are certainly style icons... each photograph of the couple is scrutinized to see what shoes Angelina is wearing, or bag Brad is carrying.

And while I'm certain the couple is happy to influence sales of lip gloss and footwear, it seems they’d really like to stir others to a more compassionate level of spending.

The most recent news is that the Jolie-Pitt Foundation has made a $1 million contribution to support kids effected by the war in Iraq.

Jolie has visited Iraq twice in the past year - the last time she was fairly heavily pregnant and wore a flack jacket over her abdomen, so she definately knows first hand the struggles on the ground in the country.

The funds donated by the couple have been earmarked specifically for educational expenses.

For the children of Iraq, Jolie-Pitt is contributing $500,000 to the be distributed to the following organizations:

Women for Women International to sponsor 300 Iraqi women and up to 1,200 children. The program will allow these women to provide their families with basic necessities, pay to send their children to school, and purchase books and learning supplies.

The International Rescue Committee to support their school rehabilitation and accelerated learning programs in 3 schools in Najaf, Iraq benefiting over 2,500 students.

NineMillion.org/UNHCR to make uniforms, school supplies, and learning materials available to over 2,000 Iraqi children who have been internally displaced or forced to flee to Jordan and other neighboring nations.

"These educational support programs for children of conflict are the best way to help them heal," said Jolie.

For children in the United States, Jolie-Pitt is contributing $500,000 to the Armed Services YMCA Operation Hero Program who helps thousands of military children separated from a parent serving in Iraq - and many who've lost a parent.

Pitt and Jolie hope their contribution is just the start.

"We hope to encourage others to give to these great organizations," stated Brad Pitt.

If you'd like to follow Angelina and Brad's lead and donate to the cause, click here.

Or you can simply send an e-card, that helps educate people about the organization.

Brooke on the baby beat

Oh us Americans, we're so laid back when we appear for book signings. 

Here's our own Ivory Snow baby Brooke Shields just standing there and smiling as she appeared at Barnes & Noble in New York yesterday to promote her book Welcome to Your World Baby. 

No costumes or oddball sight gags.  Remarkable, the contrast between this image and an interesting children's book launch and bizarre photo opp recently that came out of the UK ... that one included a porn star and a large pink fish. 

Note: Brooke dressed her daughter Grier in our client Hand Picked Pumpkin's cute baby clothes when she was younger.

Star Sighting: Cash Warren and Jessica Alba in Orbit

Trust Baby Chic 101 to turn up the first pics of Cash Warren and Jessica Alba with our client Orbit Baby's Infant System in tow.

We're hedging our bets that Honor Marie is inside, snuggled safely and comfortably under her Orbit Paparazzi Shield, which in this case is definitely doing the trick.

For more be sure to visit BabyChic101.

Los Angeles Times shines spotlight on kid's clothing trends.

The Los Angeles Times ran a story over the weekend spotlighting trends in the kid's clothing industry.

Naturally, it being based in Los Angeles, the article had a decided celebrity slant.

The article, written by Emili Vesilind, details how some parents style their children based on the much photographed mini-duds of celebrity kids like Kingston Stefani and Suri Cruise.

Of hard sales numbers the paper reports:  "...while women's national apparel sales have followed the economy downward, kids' clothing sales have dipped less profoundly, according to retail research company NDP Group. And sales for infant-toddler clothes are the only clothing sector that's significantly up, from $14.7 million in March and April 2007 to $15.3 million in the same period this year".

It's a fun piece with a great slide show of kid's looks pulled from a variety of companies.   I was quite surprised to read that Suri Cruise actually had a pair of custom Christian Louboutin shoes made for her recently.

New Client: Hand Picked Pumpkin

We're super thrilled to welcome our new client Hand Picked Pumpkin on board!   The brand is a truly unique infant and kid's clothing collection.

We think of the line as authentic "baby couture" ... customers can choose from more than 35 fabrics to create anything from one piece to an entire wardrobe that's coordinated just the way they want them.

Not only is the name cute, but the clothes are super stylish and exceptionally functional.  Fabrics  are 100% cotton that easily stretches and flexes while children play and explore.

The collection is Eco Friendly:  Made right here in the USA by local seamstresses, the creation of Hand Picked Pumpkin clothes requires far less energy from start to finish than brands mass produced in other countries, and thereby leaves less of a carbon imprint.

Celeb fans of the super cute line include Angela Bassett, Brooke Shields, and Courtney Cox.

For a peek at the cute styles check out the slide show below:   

Achieve fame and glory - enter Orbit Baby's Summer Photo Contest

The Orbit Infant System is perhaps one of the most photographed baby travel systems in Hollywood.

Celebrities like Marcia Cross, Tori Spelling, Heidi Klum, and Nicole Richie have been photographed pushing the now familiar Orbit Baby products around.

Now Orbit Baby would like to see your little star out in her own Orbit!

Enter the Orbit Baby photo contest between now and July 15th and you could get the celebrity treatment.

Orbit Baby wants to see how far and wide, near and far, parents orbit with their stroller system. Just upload your images of you and your baby with any Orbit Baby product at http://orbitbaby.com/why/contest.php, fill out a brief form, and you'll be in the running to win a $100 worth of product from Orbit Baby's online store.

What's more the top ten winners will be featured on the very popular Orbit Baby website. So unleash your inner celebrity and get those photos of you and your little VIP online asap.

Celebrity Sighting: Big in Orbit!

Mr. Big aka Chris Noth stepped out this weekend with his new baby.

The Sex and the City star strolls in style with our client Orbit Baby's Infant System.

This system, in black, really suits the image of Noth who loves jazz, sleek easy design, and has a "big" aversion to fussing around with things.

Noth will start work this summer on the film, My One and Only, in which he will co-star with Renee Zellweger.

Petunia reaches out to the children of Haiti

Twice a year, our client Petunia Pickle Bottom, holds an incredible Outlet Sale of Certified Seconds and Discontinued Classics from their line of gorgeous diaper bags.  A portion of the proceeds from each sale is earmarked for donation to local and global children’s Charity groups.

This year, the Petunia sale was so successful that the company was able to donate more than $6,500 to the remarkable Hands & Feet Project. 

Hands & Feet is a non-profit children's village located in Jacmel, Haiti.  The project's mission it is to care for the many children orphaned by political violence and disease in that country. 

Korie Conant of Petunia relates,“We met with Hands and Feet co-founder Mark Stuart and were impressed with how he and his organization are truly making a difference. Each orphan at the Hands & Feet project is given a new life with medical attention, education, and a nurturing environment. We are honored that we might have a hand in changing a child’s life for the better through our donation.”

The Hands & Feet Project started in 2004 with only a parcel of land and a passion to make a difference.  Mark Stuart and his band Audio Adrenaline embarked on the construction of facilities to care for the physical, emotional and spiritual needs of orphans in Haiti.  Hands & Feet now cares for more than 34 children, from 2-months to 9-years old and has plans to open another home in Nicaragua. By connecting world-renowned bands with each new site opening, the goal of Hands & Feet is to promote a call for help by utilizing the influence of pop culture to bring about awareness, compassion and aid to children in need around the world.

Celebrity Sighting: Melissa Joan Hart in Orbit

Celebritybabyscoop.com has a series of photos of Melissa Joan Hart with our client Orbit Baby's Infant System.  There's a veritable demonstration of how the system works as Melissa takes baby Braydon from strolling to the car very quickly and easily (which was good since the paparazzi were catching every move).

The post also details a project that Melissa is undertaking with Pull-Ups.com.

Jessica Alba weds, gives Orbit Baby thumbs up in Fit Pregnancy interview

Jessica Alba and  Cash Warren wed on Monday, then slipped out last night for the Celebration of Mentoring event at the Beverly Hills Hotel where these first shots of the newlyweds were taken.

Jessica also is featured on the cover of Fit Pregnancy's June/July issue. 

When asked about her favorite baby gear, she was quick to extol the virtues of our client Orbit Baby's Infant System. 

She told the magazine:

"Orbit is my favorite. It's a hybrid stroller that looks like half an egg. You can use it as a car seat and a stroller so you never have to take the baby out of it. Then when the baby gets bigger you can put a toddler seat in so it's really practical. It's also Eco-friendly so that's another nice thing; I've been trying to get a lot of Eco-friendly products".

Congratulations all around Jessica and Cash! 

Star Sighting: Nicole Richie and Joel Madden in Orbit

Nicole and Joel went for a stroll in sunny Los Angeles yesterday. 

Our client Orbit Baby's fabulous Infant System in Mocha tooled 4 month old Harlow around in style.