New baby care partnership is born at Sam's Club

BENTONVILLE, Ark. — Mass merchandiser Sam's Club has made a deal with the pregnancy and parenting brand of an author who has signed on to write articles in its in-store magazine.

The retailer announced Tuesday a partnership with What To Expect's online component, WhatToExpect.com, to offer baby products on the site. The brand, a division of Everyday Health, is an offshoot of Heidi Murkoff's New York Times best-seller, "What to Expect When You're Expecting." Murkoff has signed on to write for every issue of Healthy Living Made Simple, the bimonthly magazine that the retailer recently launched.

"When you add up all those nursery needs and baby care necessities, little ones can come with a big bottom line, and for many parents, it's a super-sized stretch for their budgets," Murkoff said. "By collaborating on this exclusive retail program with Sam's Club, we'll be able to help moms and dads provide the best for their babies without breaking the bank."

Starting at noon on Wednesday, Sam's Club shoppers can participate in a What To Expect parenting Twitter chat, which Murkoff will host, and five participants who tweet with #HealthyMoms and follow @WhatToExpect and @SamsClub will receive packs of baby products worth nearly $1,500, including a copy of Murkoff's books and products from Gerber and Huggies.

"Sam's Club is very excited to work with WhatToExpect.com to offer our new parents and expectant moms with expert advice form Heidi Murkoff, along with the important resources parents need, as well as high-quality and affordable products, such as diapers, car seats and feeding essentials," Sam's Club SVP health and wellness Jill Turner-Mitchael said.