ParentsCanada and Kids' CBC have begun a new cross promotional initiative. Under the terms of the agreement, ParentsCanada will be the exclusive magazine and parenting sponsor for Kids' CBC. ParentsCanada will promote Kids' CBC programming in the magazine, and Kids' CBC programming blocks will be sponsored by ParentsCanada. The deal also involves the cross-promotion and integration of the participants digital properties. ParentsCanada will provide content for the upcoming CBC Parents website, while ParentsCanada.com will link to KidsCBC.ca. "Because Kids' CBC parents are so participatory, we are committed to giving them support and information and entertainment around parenting," said Kim Wilson, creative head of children's and youth programming at CBC. "We think ParentsCanada is a great choice for us because of their strong commitment to parents and support of them across the country."