Blog Post

Why Disney Bought Togetherville

Walt Disney Co. (NYSE: DIS) has acquired kids-oriented social network Togetherville, which TechCrunch first reported and confirmed. The purchase falls right in line with two of the priorities Disney set forward at its investors conference last week: dominate the market for websites targeting mothers and their children and maintain high visibility across social media.

Togetherville has been described as “training wheels for social networks,” employing a user interface simple for youngsters not quite ripe for Facebook to interact in a safe environment. The site just launched last year.

It’s unknown whether the acquisition was set in motion before the shakeup at Disney’s internet division, Disney Interactive Media Group, that saw new leadership come in late last year. But James Pitaro, co-president of DIMG and overseer of its online, mobile and social initiatives, recently noted he was looking to make changes at what’s been called the Disney Mom and Family portfolio of sites, which include, and

Putting in the mix could go a long way toward meeting what Pitaro described as huge demand from advertisers to target users across that range of sites. It will probably also work well in tandem with another Disney acquisition, Digisync, which has been a creative force in making Disney a strong player on Facebook. The firm has been credited with hatching 200 branded pages across Facebook that have netted the company 125 million fans.

It’s a safe bet that Togetherville will likely fall under the oversight of Brooke Chaffin, who was just brought in as senior vice president of women and family by Pitaro, who used to work with her at Yahoo’s media group.

Financial terms of the deal were not disclosed.

2 Responses to “Why Disney Bought Togetherville”

  1. Chris_603_G

    The topic of how tweens engage with social media is definitely a hot topic. Though there’s been lively discussion around what is the right age to join, the most important concern with most parents is likely safety. Are the places where their tweens spending time safe?

    How seriously do tween social networking sites take safety? What’s the signup process like? How do these sites ensure predators don’t sign up? If this is a concern to anyone here then check out http://www.WhatsWhat.Me. WhatsWhat.Me is a safe, secure, “kids-only” social network for “tweens” ages 7-13 which uses patent-pending facial recognition technology, moderation and kid-friendly features to teach kids positive online behavior, Internet safety and related life skills. was built for kids under the age of 13 in compliance with the Children’s Online Privacy Protection Act (COPPA). The http://www.WhatsWhat.Me mission is to reach and proactively teach kids about positive online conduct in a safe, secure, kids-only environment, which we’ve developed carefully through technology, human moderation and enforceable community rules.

    Kids will inevitably be join Facebook, with or without their parents knowledge, the real question is will they be prepared to be a responsible digital citizen when the time comes?