Media company Todobebé has teamed with Wal-Mart Stores Inc. to present local community fairs dedicated to moms and families expecting and raising children up to the age of 5. The Hispanic-oriented fairs, dubbed “Feria Todobebé en Walmart,” will take place at stores in Miami; Houston; Dallas; Garland, Texas; San Antonio; Los Angeles; and California’s Orange County through Nov. 13.
According to proprietary research from Todobebé, more than 90 percent of Hispanic moms with children younger than 5 want more information on health, safety, food, child behavior and products.
The fairs provide a lively and entertaining venue for Latino consumers to get information in Spanish on topics such as pregnancy planning, prenatal and maternal health, breastfeeding, newborn health, car seat safety, exercise, child obesity, oral health, access to health care, childhood development, food safety, prevention of birth defects, and nutritional advice. The weekend events are held in brightly decorated tents in the front of the participating stores.
Attendees can listen to or consult leading experts, try a variety of products, meet Todobebé TV co-hosts and surprise celebrities, and take part in activities like baby-crawling contests and yoga. Dedicated areas for pregnant women to rest and for parents to change their babies’ diapers ensure a comfortable experience.
The fairs are being promoted through an integrated advertising campaign encompassing TV, radio, digital, social media and PR. “This is a fun and engaging way to reach out face-to-face to Hispanic families,” noted Gillian Sandler, CEO and chairman of Miami-based Todobebé. “Since 1999, we have leveraged media, entertainment and events to help bring the best information to Hispanic families expecting and raising children. These ferias with Walmart provide product brands and health providers a unique chance to engage with moms personally with education and impact on a local level when and where purchase decisions are being made on everything from baby products to fresh and nutritious foods to pharmacy to family photos.”
“At Walmart, we are committed to contributing to the well-being of the communities in which we operate by supporting issues and causes that are important to our customers and associates,” said Carla Dodds, senior director, multicultural marketing at the Bentonville, Ark.-based mega-retailer. “The family is at the core of Hispanic culture. The Feria Todobebé en Walmart provides our Hispanic customers with a unique opportunity to access valuable information and services in Spanish.”