New Collection of Baby Einstein Products Announced

Feb. 17 /PRNewswire/ -- The Baby Einstein Company, the award-winning creator of infant developmental products designed specifically for babies and toddlers, today announced plans to further extend its product line into three new categories, signaling the company's commitment to becoming a leading infant brand within the $6 billion juvenile products market, reaching far beyond the video aisle. Introducing baby gear, party supplies and bibs and soft bath products with category leaders Graco, Hallmark and Hamco respectively, the new Baby Einstein product lines take everyday and special occasions to the next level by making every moment an opportunity for discovery. Following the successful launch of its juvenile products line in 2003 and on the heels of its toy line debut, the continued expansion of the Baby Einstein collection showcases the brand's commitment to offering a complete line of innovative products in the fastest growing segment for infants -- developmental products.

True to the unique style of Baby Einstein products, the new product lines will incorporate the themes captured in the brand's award-winning videos, books, playthings and toys, such as music, language, art, nature, science, colors and shapes. They also will feature iconic Baby Einstein characters, real world images and classical music as appropriate.

"The concepts of exposure, discovery and interaction are relevant to every part of a baby's world and we are creating a complete collection of products for infants and toddlers that touch all aspects of their day in ways that only Baby Einstein products can do," said Russell Hampton, senior vice president and general manager, The Baby Einstein Company. "By teaming up with Graco, Hallmark and Hamco, we've aligned with category leaders who have demonstrated a true understanding of our brand and have been able to create products that are unlike anything else in the marketplace."

Baby Einstein Baby Gear
Committed to providing little ones with stimulating new ways to discover and play, The Baby Einstein Company has teamed up with Graco, a leading baby gear manufacturer, to introduce a line of fun and interactive products. The line will launch with a Baby Einstein Entertainer that will stimulate and entertain babies by introducing them to colors, shapes, textures, animals, nature, language and music through a unique and engaging collection of toys and real-world imagery. In addition, the Entertainer includes a soft, plush puppet and a voice recording feature, which are perfect for parent-child interaction. (SRP: $79.00)

Baby Einstein Party Supplies
After receiving calls, emails and letters from parents looking for Baby Einstein-themed party supplies, the company is working with Hallmark to create a line that will make celebrations for little ones festive, interactive and memorable. The party supply collection, which features plates, napkins, cups, tablecloths, party hats and treat sacks, incorporates Baby Einstein characters and themes and will be available this summer. (SRP range: $1.69-$4.79)

Baby Einstein Bibs and Soft Bath Items
Even everyday events are opportunities to engage little ones, and with new Baby Einstein bibs and soft bath items, parents can make mealtime and bath time fun and interactive experiences. Manufactured by Hamco, the new product line includes bibs, hooded towels, washcloths and wash mitts, with each item bringing a unique Baby Einstein twist to daily routines. The line features bibs that include removable finger puppets, musical buttons and a variety of textures and fabrics. (SRP Range: $3.99-$17.99)

All products will be available at mass and specialty retailers nationwide and at www.babyeinstein.com.

Source: The Baby Einstein Company