WhatToExpect.com Teams with Hallmark to Launch a Weekly Contest for the “Most Beautiful Baby Bump”

The site’s online community to vote on its favorite belly bump photos; grand prize winner to be announced in December

NEW YORK--(BUSINESS WIRE)--WhatToExpect.com, the online home for Heidi Murkoff's world-renowned What to Expect® parenting and pregnancy brand, and Hallmark Cards, announced today the launch of their joint online baby bump photo contest (www.whattoexpect.com/hallmark), celebrating the pride of pregnancy – and bellies. Starting August 9, WhatToExpect.com invites new and expectant moms (and those who love them) to submit photos of themselves during their pregnancy as well as photos from earlier pregnancies for a chance to win must-haves, like new Personalized Baby Announcements from Hallmark.com.

“With this contest, we are excited to create an event where moms will be able to show off their expectant joy.”

“Pregnancy is such an exciting and meaningful time for moms and moms-to-be,” notes Hallmark product manager Camille Lauer. “With this contest, we are excited to create an event where moms will be able to show off their expectant joy.”

Each week until November 24, people can visit the site (www.whattoexpect.com/hallmark) and vote on weekly winners, whose photos will be posted on WhatToExpect.com. Visitors can then vote on their favorite weekly winner for the grand prize award winner to be announced on December 6.

According to Heidi Murkoff, “There is nothing more beautiful than a baby bump. This partnership with Hallmark will help our moms and dads celebrate those beautiful bellies, and capture (and share) the magical moments of their pregnancies.” The grand prize winner will win a $1,000 gift certificate from Diapers.com, a $200 Hallmark.com gift card, and a signed copy of What to Expect When You’re Expecting from Heidi Murkoff. Each of the weekly winners will receive a $60 gift card for use on baby announcements and thank-you cards created on Hallmark.com.

The partnership also will help teach parents how to take professional quality photos of their babies (with expert tips from Hallmark photographers) for themselves, their families -- and for their birth announcements.

Parents can use the photos at Hallmark.com, where the company recently launched a line of Personalized Baby Announcements. Each announcement in the new line is customizable with a baby’s photos and information, making it easy and convenient for moms and dads to announce their little one’s arrival. All they have to do is go online to pick out the card, add their personal touch and Hallmark.com’s free addressing and sending service will do the rest.

About WhatToExpect.com, What to Expect® Series of Pregnancy and Parenting Books

WhatToExpect.com, published by Everyday Health Inc. (http://corporate.everydayhealth.com), is the online home to Heidi Murkoff’s bestselling series of What to Expect® books, with 2 million unique users per month. For more information, please visit www.WhatToExpect.com.

Heidi Murkoff, author of the bestselling What to Expect® series of pregnancy and parenting books, has helped guide more than 40 million families worldwide from conception through the toddler years and beyond. According to USA Today, this parenting book, known as the “Bible” to moms across the world, is brought by 93 percent of all expecting mothers who buy a guide.

About Hallmark Cards, Inc.

Hallmark makes the world a more caring place by helping people express what’s in their hearts and spend time together — a privilege few other companies in the world enjoy. Hallmark greeting cards and other products are found in more than 41,000 retail outlets in the United States, including the network of flagship Hallmark Gold Crown® stores. The brand also reaches people online at Hallmark.com, via cell phone at Hallmark Mobile Greetings and on television through Hallmark Hall of Fame original movies and cable’s top-rated Hallmark Channel. Worldwide, Hallmark offers products in more than 30 languages available in 100 countries. This privately held company is based in Kansas City, Mo. Visit http://corporate.hallmark.com for more details.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6391961&lang=en