Our purpose is to help families create more tiny wins that lead to bright futures.

12 August 2019

New Name, New Look

Celebrating our 50-year anniversary, and to align with our purpose, we have refreshed our visual identity. We have updated our logo, color scheme, and graphics. We have also updated our name from Kids II to Kids2. The emphasis on the number 2 signifies our dual responsibility to parents and children to help create tiny wins today, so they can celebrate bright futures tomorrow.

"Design is a competitive advantage for growth. Good design requires simplicity and a hyper-focused approach centering around the needs of the end-user," said David Butler, Chief Growth Officer at Kids2. "These two important elements are at the core of the refresh of Kids2 and the corporate brand identity that will take us into the next 50 years." 


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.