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Kinder, Gentler Perez Hilton Launches Perezitos.com

As Perez Hilton approaches the one-year anniversary of a redemptive journalistic makeover, he is adding in kind to a web empire that already includes spinoffs CocoPerez.com and PerezFit.com.

The newest cog in the Perez portfolio is Perezitos.com, focused on celebrity parents and their kids, with advice from pediatricians thrown in for good measure. The man born Mario Lavandeira tells Reuters LA he’s thrilled with his new M.O.:

“I’ve had some people say they miss the old Perez but thankfully, the majority of the comments are people embracing this change and direction, and at the end of the day, the reason I made the shift was for myself,” he said. “I can still be critical, and I am, and I can still talk about celebrities, but I can do it in a way that’s not mean and hurtful and nasty. My new motto is ‘be sassy…’”

“I’m definitely mindful of respecting celebrities and their children and I’ve definitely, in the past when I was working on the main site, made mistakes in covering celebrities and their children,” confessed the blogger. Hilton admits that he is now cooperative when celebrities such as Nicole Richie ask him not to use certain photos of their children.

So what constitutes a celeb scoop on Perezitos.com? Try Beyoncé‘s new fondness for bananas drenched in ketchup.

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