Baby retailer, Kiddicare, to sponsor new ITV2 parenting sitcom, Up All Night

Kiddicare: TV comedy sponsorship

Baby retailer Kiddicare is sponsoring ITV2’s new sitcom Up All Night. Christina Applegate, Will Arnett and Maya Rudolph are reported to create pure comedy genius as they attempt to answer the question “is it really possible to have it all?”

Promotional idents featuring a cast of babies ‘chatting’ to each other in their highchairs.

“Up All Night really resonates with any parents adjusting to the work-life-baby-juggle” said Alison Lancaster, Kiddicare chief marketing officer. “It’s fantastic to be sponsoring a series that’s not only laugh-out-loud funny, but one that captures the sheer relentlessness of parenting.”

Claimed to be one of the most influential tweeters in the babysphere, Kiddicare will be hosting Twitter parties every Monday and inviting a series of ‘live chat’ experts to join the conversation.

Tonight (21 January 2013, 21.30-22.30) specialist sleep consultant Dawn Kelly will be on hand with tips and techniques for getting babies into that elusive 7pm-7am routine. On 4 February 2013, 21.30-22.30, working mums mentor and back-to-work coach Jessica Chivers will be sharing tips on achieving the perfect work-life balance (she’s been there and done it!) Tweet @Kiddicare and join the #upallnight conversation.

Kiddicare is also planning a competition on its social networking channels and offering a chance for a baby to be the star of the next TV campaign.