Baby Einstein to Introduce Apparel and Bath Toys Line

The Glendale-based Baby Einstein Company has announced plans to diversify its product line to include apparel and bath toys. The company was recently been named the number one infant/preschool video brand in 2004, according to Nielsen’s, December 2004, year-to-date report. In recent weeks, Baby Einstein also began incorporating an enhanced language-learning element into its collection of DVDs by adding multi-language viewing options, featuring English, Spanish and French in the United States, and appropriate language in other parts of the world. The company also recently announced that with the July 2005 debut of the Baby Wordsworth video/DVD, the company will partner with actress, Marlee Matlin, to expose babies and parents to many different forms of language and communication, including sign language. All Baby Einstein products are created from a baby’s point of view, using combinations of real-world objects, music, art, language, science, poetry and nature. The company has grown 91 percent since being acquired by the Walt Disney Company in 2001, from a $25 million brand at the time of acquisition, to $170 million in 2004. It produces products in nine categories: DVDs. Music, books, toys, juvenile products, baby gear, party supplies, bibs and soft bath items.