BabyCenter has purchased the mom-targeted social-network Maya's Mom, reports PaidContent.

BabyCenter is owned by household goods giant Johnson & Johnson and this is its first acquisition. The site, which focuses on dispensing advice to moms, was founded 10 years ago.

J&J/BabyCenter will maintain Maya's Mom, which allows for the asking and answering of parenting questions, as its own site. But the social-networking software it runs on will be deployed across the BabyCenter international network.

BabyCenter will also be launching a new online ad network, selling ads on Maya's Mom and other partner sites.