Baby specialist Kiddicare sponsors ITV2 comedy Up All Night

Life's all about balance, right? But throw into the mix a newborn baby, big job, stay-at-home husband and demanding boss and things can go a bit… eeek.

Baby specialist Kiddicare is proud to sponsor ITV2’s hilarious new sitcom Up All Night. Christina Applegate, Will Arnett and Maya Rudolph create pure comedy genius as they attempt to answer the question "is it really possible to have it all?"

“Up All Night really resonates with any parents adjusting to the work-life-baby-juggle” says Alison Lancaster, Kiddicare Chief Marketing Officer. “It’s fantastic to be sponsoring a series that’s not only laugh-out-loud funny, but one that captures the sheer relentlessness of parenting!”

Join the Twitter party

One of the most influential tweeters in the babysphere, Kiddicare will be hosting Twitter parties every Monday and inviting a series of ‘live chat’ experts to join the conversation. Sleep-deprived parents take note: on Monday 21st January 9.30-10.30pm specialist sleep consultant Dawn Kelly will be on hand with tips and techniques for getting babies into that elusive 7pm-7am routine. On Monday 4th February 9.30-10.30pm working mums mentor & back-to-work coach Jessica Chivers will be sharing tips on achieving the perfect work-life balance (she’s been there and done it!) Tweet @Kiddicare and join the #upallnight conversation.

Star babies

Look out for the promotional idents featuring a cast of adorable babies ‘chatting’ to each other in their highchairs. Don’t miss Kiddicare’s exciting competition coming soon to its social channels - your baby could be the star of the next TV campaign!

Have you seen the Up All Night trailer yet? You’re going to love it! Remember to set your series record for the show that everyone’s talking about: Mondays ITV2 9.30pm.