Now Available Online and In-Store!

27 October 2021

Babies and toddlers can rock solo or jam as a band, creating music together as they explore four different modes across three Baby Einstein Hape Magic Touch wooden connected instruments.  

The Together in Tune line will launch with social media and influencer programs, enhanced digital shelf content with video, performance marketing, and retailer activations throughout the next two months in-store and online.   

Consumers and families are encouraged to jam out together with Baby Einstein’s newest TikTok campaign partnering with four influencers. During the pandemic, young Millennial moms adopted this platform en masse, becoming content creators and consumers. TikTok recently overtook YouTube on average watch time for the US and UK. The Tiktok #FamJam challenge includes social media influencers with a range of followers from 1- 500K communities. The campaign plans to reach a total of about 1MM organic followers, with 650K guaranteed reach.



The TikTok campaign will run from November 18 through December 14 for the key holiday window, including organic posts plus paid ads with a “Shop Now” button driving to key retailers. Baby Einstein social channels have also started teasing this much anticipated launch, including a product giveaway, along with additional support through performance marketing at retailers.  


Ecommerce activations are also planned with retail partners with enhanced digital shelf content with video.

Together in Tune packaging includes a QR code that drives to an informational landing page about the instruments and connected play feature so that shoppers can easily do a deeper dive at the store shelf.  

Learn more about the benefits of this cutting-edge technology on the newly launched Together in Tune Landing Page, including the “live from the living room” baby band concert video - click here for more!

Kids2 is a global company that designs solutions to help early-stage parents and families create tiny wins that build bright futures. The Kids2 brand portfolio includes the leading infant, baby, and toddler brands Baby Einstein®, Bright Starts®, and Ingenuity®. Headquartered in Atlanta, Kids2 spans globally with 12 offices on four continents serving customers in more than 90 countries and has been inventing and reinventing baby products for 50 years. Led by CEO Ryan Gunnigle, it operates with an agile start-up approach, which fosters the company’s growing success.