Hong Kong-headquartered amma.family has acquired a 51 percent stake in Dutch word-of-mouth marketing agency Buzzaar in a transaction valued at several million dollars.

The deal combines a cash payment with a share swap, according to materials provided by amma.family. Financial terms beyond the stated transaction range were not disclosed.

amma.family operates a pregnancy and parenting platform and says it reaches more than 2 million monthly active users, has more than 30 million installs and works under more than 200 contracts with brands and agencies worldwide.

Buzzaar has operated for 16 years and runs consumer-advocacy campaigns built around product sampling, reviews, social posts and offline recommendations. The company says it has an 800,000-member brand-ambassador network and has run campaigns in more than 10 countries.

The companies began joint sales in March 2026 before the acquisition and have since won projects in Mexico, Guatemala and Brazil, including a Baby Dove campaign.

The transaction gives amma.family a majority position in a business that extends its commercial offering beyond media inventory and audience access into product sampling and consumer advocacy. The companies are positioning the combination as a way to connect brands with parenting and family audiences across multiple markets.

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