Kids2 Connection, Issue 6 December 2020


In This Issue


A Note from Ryan


During this chaotic year, what has remained clear is we indeed have a winning formula of many irons in the fire mixed with an army of meaningful partners, and most importantly with this combination, we have driven our ecosystem! And the plan is to only continue growing and strengthening it.

This isn’t a new concept for businesses and the successful ones…Apple, Amazon, Uber, etc.…have figured it out fast while those like Nokia and Blackberry found out the hard way what happens when you are not adapting to the environment around you. These leading businesses are not being ambushed by trends, they are leading or even creating the trends. That is where we want to be—leading the pack through innovation, better ideas, and complementary partners that will bring the best, most meaningful solutions to families everywhere. We can’t afford not to think and act like this. The pace of change with consumers and in business environments won’t allow us to sit back and watch.

Building an ecosystem allows us to go outside our comfort and capability zone and bring more value to our retailers, partners, and consumers. We’re able to fuel and experiment with more innovation and ideas, take our brands to places they’ve never been, and extend beyond where we play today. And, we gain valuable insights and a better understanding of the evolving marketplace. This is one of, if not the, most important strategies to set us up for success for years to come. We’re just scratching the surface of the potential of our ecosystem, and this will be a continued topic of conversation and action. Every vendor, media partner, retailer, and JV, helps create the K2 ecosystem. You are an important part in our charge forward to create a powerhouse of partners—in it together to create bright futures for all families.

Thanks for thinking bigger and bolder and for trusting and partnering with us to build something better and more meaningful than anyone else in our industry!

- Ryan

Ryan Gunnigle, CEO Kids2


The Einstein Way – a learning philosophy

Learn more about the learning philosophy behind the Einstein Way. This is a first in a series of whitepapers for each of our brands that specifically speaks to the science behind how we differentiate our brands and products. Click here to learn more.



New E-Packaging Launching Q1 2021

Kids2 is launching a new E-packaging portfolio for 110 of our products starting in Q1 2021.

This new packaging includes a premium brand design and an “unboxing” experience that communicates the brand story for our Baby Einstein, Bright Starts and Ingenuity brands and allows us to also share ecosystem content. The packaging is easy to open and more environmentally friendly through a reduction in plastic.

The new packaging will not only drive the consumer experience but also operational improvements.
  • Phase 1 – Baby Einstein – 28 Items – January OBS / March Digital Shelf
  • Phase 2 – Bright Starts and Ingenuity – March OBS / May Digital Shelf



Baby Einstein Introduces Baby’s First Teacher Play Kits

Baby Einstein Baby’s First Teacher Play Kits were curated and designed to inspire parents to take on the vital role of baby’s first teacher in their children’s lives.

Parents are their baby’s first teachers. Before they ever attend school, children look to their parents as their first authority on the world. Baby Einstein inspires curiosity within parents and equips them with the tools to create an environment of curiosity for their children. It’s about developing well-rounded individuals who are prepared to ask the big questions of tomorrow. The program centers on key early-learning concepts, including Art, Language, Music, Shapes, and Sensory Exploration. Enjoy a sneak peek of the kits, which will launch on ecommerce only in the US and Canada in May of 2021!



Baby Einstein Puts Curiosity on the Table

To create a more meaningful user experience for our families, the Baby Einstein team has developed an insert for the Dine & Discover™ Multi-Use Booster Seat (12649) that introduces our characters Tinker the Tiger and Zen the Zebra, as well as baby-safe recipes and “first words” from their home countries (India and Kenya, respectively).

This project follows the Baby Einstein edutainment strategy of using character stories to teach families about different cultures around the world.

The Dine & Discover™ is Baby Einstein’s first product in the mealtime category, making a relevant brand story all the more important. It promotes curiosity at mealtime and builds on the “Baby’s First Teacher” platform by putting tools in the hands of parents to help them feel more confident in guiding at-home education.



Kids2 Shanghai Opens with Kids2 Experience

The grand opening of our new Shanghai office coincided with two large tradeshows that were held in Shanghai during October.

At Kids2, our purpose is built on 2 things: bright futures and tiny wins. We believe every family should be able to reach a bright future—whatever that means to them. And we believe to get there, it takes a series of “tiny wins” or small steps, one day at a time. Our purpose is to help parents create more tiny wins on their journey towards their bright future.

Our new Shanghai office will help us deliver on our purpose by expanding our team in China to include world class designers, marketers, researchers, sales, and operations in Shanghai to better serve our growing ecosystem of partners, customers and consumers. Our ultimate goal is to leverage our new space to scale our brands into China and build our ecosystem.

We were excited to invite retailers and partners from the CBME Expo held October 10 – 12, and the China Toy Expo (CTE) on October 21 – 23 to visit our new Shanghai office and participate in the Kids2 Experience, including a first-hand look at our new product line up and future initiatives.



Top Selling Play and Home Products

Our in person Kids2 Experience in Shanghai focused on exciting new product introductions, but as we wrap up 2020, let’s also look at the top selling products in both Play and Home. The future also looks bright for these products in 2021.

Play Category – These top five products work hard and play hard - keeping both our retailers and parents happy.
  • 11749 4-in-1 Kickin’ Tunes (TM) Music and Language Discovery
  • 11095 Mr. Ray Ocean and Lights Gym
  • 10754 5-IN-1 Your Way Ball Play Activity Gym
  • 11058 Sea Dreams Soother
  • 11649 BE Hape Color Touch Piano

Home Category – Everyone has been spending more time at home in 2020, and these five products have helped make parents’ lives a little easier.
  • 60701 Finding Nemo Sea of Activities Jumper
  • 10197 Ingenuity Dream & Grow Bedside Bassinet – Dalton
  • 10504 Baby Einstein Neighborhood Symphony Activity Jumper
  • 10299 Disney Minnie Mouse Peekaboo Jumper
  • 11803 Whimsical Wild™ Portable Swing



Through the Lens of Diversity and Inclusion

How do you help families everywhere create tiny wins and bright futures? We believe it starts with our own team. Our Kids2 team is “all in” to support our Kids2 diversity and inclusion efforts. Although this is only a small snapshot of our global team, we are bringing our authentic selves to best deliver solutions to parents globally. All for All! Click to View



Baby Einstein Celebrates Indigenous Peoples Day

To celebrate culture and diversity, Baby Einstein recently highlighted several leaders in engineering, aviation, art and science who are of Indigenous heritage on social media.



PI Kids International Expansion

Phoenix International Publications (PIP) and Kids2 have announced international rights expansion for Baby Einstein novelty board books with licensed children’s book imprint PI Kids.

The board book line in Spanish, Portuguese, and Worldwide English (excluding the United States and Canada) will hit markets in Summer 2021 and cover key early-learning concepts for babies and toddlers that ignite curiosity and encourage sensory exploration. PIP will also publish a learning “treasure” box containing bilingual sound and bath books, flash cards, and Baby Einstein Classic music exclusively for the Chinese market in Fall 2021. The learning box will utilize the Einstein Way philosophy and principles to deliver a full Baby Einstein experience to consumers centered on curiosity and developmental milestones.



Are you following our brands and Kids2 Corporate on Social Media?

If not, you’re missing out.
Kids2 Corporate: Facebook Instagram LinkedIn Twitter YouTube
Baby Einstein: Facebook Instagram Twitter YouTube
Ingenuity: Facebook Instagram Twitter
Bright Starts: Facebook Instagram Twitter




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.