The multi-platform deal, planned and brokered by Mindshare’s Partnerships Team, launches online this month (June), with continuous print activity beginning in the August issue of Mother & Baby.

Campaign activity will include display advertising and branding at the 23rd Mother & Baby Awards, which takes place at Westminster Park Plaza on November 23.

Solus branded emails and newsletters will also highlight the message that customers can get 10% off baby products from Superdrug when they spend £5 or more on the category using their Superdrug Health & BeautyCard.

The partnership also includes a series of double-page advertorials running in the August issue, and sponsored articles on the Mother & Baby website.

Bauer Media said it is also planning a Q&A-style interview on the Mother & Baby Twitter feed that will promote My Little Star products.

Abby Carvosso, Group MD, Bauer Advertising, said: “Our content is created by a team who know what it’s like to be a mum, and what it’s like when a new parent shops for all those baby essentials.

“It’s this insight, combined with our editorial instinct, that allows us to work on creative, effective advertising solutions for our partners such as Superdrug. We’re excited to have them on board for this year’s 23rd Mother & Baby Awards.”

David Cooke, Superdrug Head of Own Brand, added: “Mother & Baby is a trusted, recognisable brand and we are delighted to be working with the magazine and its Mother & Baby Awards.  We are incredibly proud of our My Little Star collection and this is the perfect opportunity for us to talk about its benefits to new parents.”