Celebrating 50 Years, Atlanta-based Global Baby Toy and Gear Company Approaches the Next 50 with Start-up Passion

13 August 2019





ATLANTA, August 13, 2019 –Kids II, Inc., a global consumer goods company that designs, manufactures, and distributes baby toys and gear, celebrates 50 years announcing a name change to Kids2, a new online retail arm, and a new manufacturing facility under construction in China.

“Three years ago, we set out to transform Kids2 to best meet the needs of the modern early-stage parent in this rapidly-changing marketplace. We are now at a defining moment in our corporate reinvention having evolved from a product-centric seller to a solution-driven family of brands focused on making it easier for parents around the globe,” said Ryan Gunnigle, owner and CEO.

Each of the company’s brands, including BABY EINSTEIN®[1], BRIGHT STARTS®, and INGENUITY®, have customer experiences and distinctive products that fulfill different parenting styles and needs. Under the KIDS2™ umbrella, these brands ladder up to a shared company-wide focus on two things: tiny wins and bright futures.

The updated name, Kids2, speaks to the company’s dual responsibility to parents and children to help create tiny wins today, so they can celebrate bright futures tomorrow.

“Our company has been focused on providing solutions for parents since our first invention in 1969. Today, we are even more focused developing solutions for early-stage parents that address the tug-of-war they describe between the desire for development and discovery; co-play and independence; tradition and innovation; structure and spontaneity.” Gunnigle continued.

Kids2 is also building a new 250,000 square-foot manufacturing facility and four-story, 65,000 square-foot office building near the Jiujiang Port in Central China. By 2021, the project will triple the overall Kids2 workforce with the addition of 1,000 employees who will fill management, operations and factory roles at the new location. The project represents the company’s first fully-owned and operated manufacturing facility in its 50-year history and illustrates its commitment to accelerated growth, quality, and innovation.

“This increased investment in new channels and expansion globally demonstrates our focus on consistently delivering an excellent experience and many tiny wins to the families who rely on our brands during the earliest days of their child’s journey,” continued Gunnigle.

Kids2 began 50-years ago when a grandmother developed a solution to bathing her wiggly granddaughter, which became the first infant bath sponge. Today, the solution provider for early-stage parents is headquartered in Atlanta with 12 global offices serving customers in more than 90 countries.


[1] EINSTEIN® is a trademark of The Hebrew University of Jerusalem.  All rights reserved.

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. 


kids2 kids ii