The baby bump business: How celebrities' incomes sky-rocket after giving birth
20:00 GMT, 4 May 2012
Celebrities are turning into mummy moguls, using their pregnancies as a way to substantially increase their income.
In an attempt to extend their shelf life, a growing number of underemployed, or under-the-radar celebrities are using parenthood as their career Plan B.
For celebrities like Jessica Simpson, Kendra Wilkinson and Tori Spelling, their baby bumps have opened doors for multi-million dollar product endorsements, from baby strollers to diaper bags, new clothing lines and magazine cover deals.
Baby branding: New mum Jessica Simpson has already signed on with Weight Watchers for a post-baby campaign after extended publicity over her pregnancy
With catchphrases like 'mommywood', 'mompreneurs' and 'diapering all the way to the bank', actresses, singers, models and reality-TV stars are much more valuable with a baby bump, according to the New York Times.
While they might not be able to garner numbers like Angelina Jolie and Brad Pitt's offspring, they realise they can at least get a little bit of the action.
Peter Grossman, the photo editor of Us Weekly told the New York Times: 'Being
a celebrity mom has more business opportunities than ever before.
it’s not just about selling your baby pics. It’s starting a clothing
line or endorsing a stroller. The value of a celebrity mom has never
Jessica Simpson, for example, had her last Top 10 hit over a decade ago, with 'I Wanna Love You Forever.'
Mummy moguls: Kourtney Kardashian (left) and Kendra wilkinson (right) have both profited from their pregnancies
Despite this, Elle magazine put her
April cover naked and pregnant, People magazine covered her baby shower
over several pages in an issue last month, and she has reportedly been
offered to extend her adult clothing line into a childrenswear label as
Then there are the celebrities no longer considered for high-fashion appearances, but are suddenly offered lucrative deals to show up at baby product introductions, or to simply tweet on behalf of children-focused companies, where they can earn thousands of dollars per tweet.
Richard Spencer, the editor-in-chief of OK! magazine, said: 'It
became a trend. People knew that having kids landed them on celebrity
titles. They found ways to court the press and get as much out of it as
Wilkinson, once a party-girl star on The Girls Next Door, an E! reality
series about Hugh Hefner's Playboy Mansion, become a 'mompreneur' after she got engaged and pregnant to a pro-football player.
She was offered a spinoff series about
her impending motherhood, and its ratings were
reportedly among E!’s highest.
Mompreneurs: Having high-profile pregnancies makes a celebrity worth a lot more after giving birth, like Tori Spelling (left) and Alessandra Ambrosio (right)
This followed an approximately
mid-six-figure deal to sell her baby pictures and her weight-loss plan
to OK! magazine, as did a book deal which spent over two months on the New York Times best-seller list.
She told the New York Times: 'I think it
all had to do with me taking the craziest turn any party girl could
have taken. And that’s having a family. It was much more valuable than
being at the Playboy Mansion. Like 100 times more valuable.'
In our celebrity-obsessed culture, the
baby money-making phenomenon is just another facet of our
fascination with wanting to see celebrities 'just like us'.
Shari Levine, senior vice president of production for Bravo said: 'Pregnant women are physically in a slightly awkward physical state and they are emotionally very charged.
'It’s always very funny. We’ve been there, or we have friends and family that have been there. It makes us smile.'