Kids II, global leader in infant and toddler toys and gear, has
announced the relaunch of signature brands, Baby Einstein™ and Bright
Starts™. Leading the rebranding initiatives, critically acclaimed
designer Joe Duffy has partnered with Kids II as creative director. He
is one of the world’s most respected and sought after thought leaders on
branding and design. This is the first of many projects to be led under
his creative vision at Kids II.
This Smart News Release features multimedia. View the full release here:
Baby Einstein logo, before and after. (Graphic: Business Wire)
The Kids II creative design team worked alongside Joe Duffy to produce
the updated identities for Baby Einstein and Bright Starts, and engaged
with internationally recognized design firm, Duffy,
to redesign and develop a visual brand language for each brand. The new
brand identities, including refreshed logo design and packaging,
showcase the company’s core belief in design excellence.
“We are a company driven by design,” said Kids II Design/Art Director,
Marketing Creative & Imaging, Adam Bain. “Joe Duffy’s experience,
coupled with his passion for world-class branding and design, have made
for a collaborative partnership. As a result, the new identities bring
enhanced meaning and power to the Baby Einstein and Bright Starts
brands. From on-product branding to textiles and product design, the
redesign touches every aspect of the brand and reflects their true
The brand revitalization of Baby Einstein coincides with the 20th
anniversary of the iconic brand of developmental products designed to
enrich baby's young mind with a unique combination of language, music,
art, animals and nature. The new visual identity is inspired by
discovery and progressive learning. Bright Starts, a line of products
designed to spark smiles and laughter in babies, is rebranded with
simple, bright and amusing elements.
“We are dedicated to designing for kids because we are kids at heart,”
said Joe Duffy, Kids II creative director. “The new visual expression
offers an experience that kids engage in and parents ultimately trust.
The design concept delivers differentiation in a highly competitive
marketplace and reinforces the brilliant design executed in Kids II
The new, design-driven look of Baby Einstein and Bright Starts, can be
viewed at kidsii.com.
The rebranded products are available for purchase now. Additional brand
identities will launch over the next year.
About Kids II ®, Inc.
Kids II has a 47-year history of developing industry-changing
innovations for families across the globe and has quickly becoming a
world-leading baby and infant product company. The brand portfolio
strength runs deep with four brands under the Kids II umbrella: Bright
StartsTM, IngenuityTM, Baby EinsteinTM
and OballTM. Through its brands, Kids II is a powerhouse of
creativity, diversity and innovation, uniquely matching the individual
needs of every parent and baby. Headquartered in Atlanta, Kids II spans
globally with 14 global offices in six continents serving customers in
more than 72 countries.
Learn more about Kids
II, like our Facebook
page, or connect with us on LinkedIn.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160627005277/en/