"Babies," from Universal Pictures' Focus Features, premieres May 7 with at least 10 brand partners, including Johnson's Baby, Pampers, Kodak, March of Dimes, Parents Network, MacLaren and Stonyfield Farm. Hoping for mass appeal akin to that of "March of the Penguins," Universal also tapped Buzz Agent to drive a social-media effort including outreach to mommy bloggers.

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