The Kiddies Collection catalogue will be published as a supplement to Emma's Diary and as a standalone booklet mailed to the Emma's Diary database and selected targeted lists of parents with young children.
Readers will be able to respond to ads for free catalogues and brochures from leading mail order companies featuring babywear, clothing, toys and gifts, plus financial services, holiday and travel companies.
David Castle, director of Lifecycle Marketing, which publishes Emma's Diary, said: "We have seized the opportunity to work with the leaders in collaborative marketing on this project and will use several of our channels to distribute Kiddies Collection. We are pleased to endorse the medium to our clients and are keen to develop the relationship with RDP in the future with other projects.'"
Emma's Diary is published on behalf of the Royal College of General Practitioners and is handed out by GPs to mothers-to-be.
RDP said it expected to generate more than 500,000 enquiries in the coming year for participants in the programme.
Hein van Vroenhoven, general manager of RDP, said: "I'm very excited by this new media opportunity and particularly with our association with Emma's Diary, which gives us access not just to mothers-to-be, but to the top database of young families available in the UK. We have already had a lot of interest in the first issue which will be published in January 2004."
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