MoCo-based CertifiKID (headquartered in Potomac), a “deal website” for parents that was previously featured on Shark Tank, has announced its acquisition of Hulafrog- a digital media company that helps parents find the best things to do in their local community and nationwide. Hulafrog joins CertifiKID’s existing portfolio of brands: CertifiKID, a nationally recognized website that offers discounts on kids’ activities and family experiences; and Macaroni KID, a digital media and advertising platform with hundreds of publishers who deliver hyperlocal content to their communities regarding kids’ activities and family-friendly events, destinations, products and services to parents from coast to coast.
Per the press release: “We are thrilled to welcome Hulafrog to the CertifiKID family and look forward to leveraging the tremendous capabilities each of our companies has built over the past decade to deliver an unparalleled menu of hyperlocal and national content and deals to our parent members and business partners across the country,” said Jamie Ratner, CertifiKID Founder and CEO. “We believe we have found the ideal home for Hulafrog with Jamie, Brian and the CertifiKID family. Parents love Hulafrog for its fun and informative email newsletters, comprehensive event calendars, family-friendly deals, and local directories of resources for kids and families. CertifiKID’s team, community, and subscribers share this passion. We are confident their leadership will result in further growth and even greater success for our loyal readers, editors, and advertisers, said Sherry Lombardi, Hulafrog co-founder and CEO.
Founded by Sherry Lombardi and Kerry Bowbliss in 2010, Hulafrog has long been a leading player in the local, parent-focused digital media and advertising space. In recent years, Hulafrog has focused on its new national editorial offerings, including Hulafrog Today, a must-read morning email geared towards busy millennial moms. The newsletter provides a go-to guide to the best activities, deals, news and ideas for the day ahead, in an easy to digest, “skimmable” format.The addition of Hulafrog will significantly increase CertifiKID’s reach across the country, grow its network of local Macaroni KID publishers, provide smart, new national content for its audience, greatly expand its social media footprint, and add a fresh, innovative advertising avenue for its brand partners wanting to reach the lucrative millennial parent market.
Ratner launched CertifiKID with her husband Brian in 2010 focusing on deals specifically geared to kids and families. CertifiKID took off immediately and has since grown into a $5M+ per year business. The business received a boost in 2019 when the founders appeared on ABC’s entrepreneurship reality show Shark Tank and secured an investment from Kevin O’Leary (aka “Mr. Wonderful”), one of his largest in 13 seasons on the show. “The exposure CertifiKID received from Shark Tank and our partnership with Kevin O’Leary and his first-rate team have allowed us to grow exponentially and become a go-to resource for parents across the country,” said Ratner. “Our acquisition of Macaroni KID, and now Hulafrog, builds on this success by providing broader resources and more nationwide and hyperlocal capabilities. This is truly unparalleled in the parent-media space.”
CertifiKID will integrate the Hulafrog platform and focus on growing Hulafrog Today, which will contribute to providing a singular destination for the best in digital parenting lifestyle content and a comprehensive resource for helping parents provide the best experiences for their kids. Sherry Lombardi and Kerry Bowbliss will stay on in an advisory capacity in 2023.
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