Baby Genius Re-Launches on Amazon

Sep 22, 2015

By License! Global 

More than 40 new Baby Genius items now available online. 

Genius Brands International has debuted an all-new line of Baby Genius products exclusively on Amazon, marking the re-launch of the Baby Genius brand at retail.

The new product line includes more than 40 toys, new entertainment offerings and an app for Kindle Fire.

GBI's re-launch of Baby Genius is part of an expansion of the brand based on the new Baby Genius "Learn & Grow" program, which has been developed to align with a child's natural development.

The new Baby Genius "Learn & Grow" products are segmented into five age-based groups–Safe Haven (infant to 6 months), Discoverer (6-12 months, to encourage self-discovery), Proud Explorer (6-12 months, to begin teaching words, shapes and colors), Curious Learner (18-24 months, to encourage experiential learning) and Independent Doer (24-36 months, to encourage decision-making and problem solving).

The products have been developing by a slate of licensees including Manhattan Toy, DGL USA, Winfun, Zak Designs, Public Media Distribution and Hadoken.

“We are creating products designed for the specific social and cognitive capabilities of developing infants and toddlers," says Donald F. Roberts, Stamford University Emeritus and contributor to the development of Baby Genius. "Our goal is to respond to the dramatic changes that occur during the first three years of life, and to fashion products applicable to each stage. What engages and promotes development in an 18-month-old differs from what engages and promotes development in a 3-year-old. Our content is designed to respond to those differences.”

As part of the overall brand re-launch, Baby Genius characters have also been newly re-designed by pop artist Todd Goldman, founder of the apparel and accessories company David & Goliath.

Additionally, for the first time in 10 years, new original songs have been created for the brand.

New Baby Genius DVDs will be available from Public Media Distribution on Amazon, and additional Baby Genius content will also be available through GBI's new Kid Genius channel on Comcast's Xfinity on-demand service, which will launch later this month. Finally, GBI has launched an all-new website for the brand, BabyGenius.com.

“As children transition from newborn to infant to toddler, every waking moment is a time for discovery and development, and Baby Genius' all-new 'products with a purpose' engage kids at these important stages in relevant ways to guide and encourage their development,” says Stone Newman, president of global consumer product, GBI. “We're making it easier for parents to identify age-appropriate products for their children, and more importantly, products that are designed to nurture, soothe, encourage, teach and engage children according to their natural development process."