I am LOVING this!

Calling all newborns!

NBC’s TODAY and JOHNSON’S® Baby are teaming up to bring America a weekly bundle of joy.

How cute is this!?

Beginning just this past February 1, during the fourth hour of TODAY with Kathie Lee Gifford and Hoda Kotb they will now feature a new Friday segment, “TODAY’S JOHNSON’S® Baby of the Week.” In an effort to celebrate new parents and newborns and pass along support to all moms and dads, correspondent Sara Haines will share selected birth announcements, photos of adorable babies, and words of wisdom to parents during each segment.

“We’re thrilled to have a partner like JOHNSON’S® Baby to help us launch this new franchise,” said Mark Miller, EVP, Ad Sales, NBC News Group. “When it comes to reaching moms and the coveted female audience, there’s no better brand than TODAY.”

“As the trusted partner to families for their everyday baby care needs, JOHNSON’S® Baby is excited to launch this first-of-its kind partnership,” said Ivy Brown, Marketing Director, JOHNSON’S® Baby. “By honoring parents and their precious newborn babies on TODAY we are celebrating the joys and rewarding moments of parenthood.”

Parents are encouraged to submit photos along with words of wisdom to help new moms and dads navigate the early days of parenthood on TODAY.com/Babies or on “Today’s Mom’s” Facebook page, Facebook.com/Todaymoms. Featured babies must be eight weeks or younger.

For each baby selected, the submitted picture, parent(s) name and hometown will be featured on TODAY on-air and online as well as on the JOHNSON’S® Baby Facebook page, Facebook.com/Johnsonsbaby.

Prizes, including JOHNSON’S® Baby gift baskets, will also be awarded.