Mother & Baby magazine has struck up a new partnership with Superdrug.

The deal between Mother & Baby and Superdrug will promote the retailers My Little Star baby product range.

The deal is multi-platform, and was planned and brokered by Mindshre's Partnerships Team.

It was launched in June 2016, with continuos print activity beginning in the August edition of the title.

Display advertising at the 23rd Mother & Baby awards will also be included in the deal; the event will take place on 23 November 2016 at Westminster Park Plaza.

Double page advertorials will also feature in Mother & baby print magazine, with sponsored articles appearing on the title's dedicated website.

Abby Carvosso, group managing director, 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, said: “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.”