Iconic Baby Toy and Gear Brand, Baby Einstein, Announces Global Expansion Throughout Europe and Partnerships to Ignite Curiosity Around The World

ATLANTA, Sept. 25, 2018 /PRNewswire/ -- Today, leading baby toy and multimedia brand, Baby Einstein, announced plans to expand its operations around the world. The U.S.-based brand is set to expand its presence and products throughout Germany, France, Italy, Spain and the United Kingdom in Fall 2018.

Driven by the belief that curiosity is a vital characteristic for succeeding in this fast-paced, constantly evolving world, Baby Einstein aims to provide a range of solutions that empower parents everywhere to cultivate curiosity within their children.

"Through our research, we know parents want their children to be curious which is the core of all we do at Baby Einstein," said Meryl Macune, Senior Vice President of Global Marketing of Kids II, the company which owns and operates the Baby Einstein brand. "As a globally-minded brand, and knowing ninety-six percent of the world's consumers live outside the United States, we are focused on expanding the brand and making its curiosity-driven products available to more global families. This is why now is the perfect time for Baby Einstein to expand globally, starting with these key markets."

In July of this year, Baby Einstein launched its "Ignite a Curious Mind" campaign, which aims to link its brand with the power of discovery, creativity and exploration. From its beginnings in 1996, Baby Einstein has evolved into one of the most popular names in baby toys throughout the United States. Under the ownership of Kids II, the 22-year-old brand is launching a new mission of attracting millennial parents with products and content.

The toy industry is one of the most dynamic economic sectors in Europe, with around 60% of toys being new to the market every year. European toy sales totaled to nearly ?15.8 billion in 2016 alone, and in 2017, consumers in Germany spent more than ?3 billion on toys. The five leading toy markets in Europe ? France, Germany, Italy, Spain and Great Britain ? together account for the largest share of these sales, making them a logical focus for Baby Einstein's operational expansion.

The Baby Einstein brand has also launched an exciting new partnership with German-based Hape Toys, releasing new products that combine the innovation and engagement of Baby Einstein with the classic wood design of Hape. Hape is one of the world's largest producers of toys made from sustainable materials.

"Through the brand's partnerships, including Hape, along with its expansion throughout the European Union, specifically within Germany, France, Italy, Spain and the United Kingdom, we will be able to support more families as they look to raise curious children," said Macune.

Catherine Merritt, (312) 343-2812, [email protected]

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