Kids2 Leads Expansion of Baby Einstein Brand With New Parenting Research

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Kids2, a global company that designs solutions to help early-stage parents and families, announces their continued focus on insights-driven design with one of their latest industry whitepaper’s titled, “Sparking Children’s Curiosity is in Baby Einstein’s Brand DNA.”

The Baby Einstein™ Brand is a Kids2 brand that is guided by The Einstein Way™, a unique learning philosophy developed through science and child development research. With Albert Einstein as a guiding inspiration, the Baby Einstein™ Brand believes curiosity is key to helping children be prepared for their future. The new whitepaper outlines research that showcases how a natural sense of curiosity helps with academic achievement, relationship building and finding general satisfaction in life. The Baby Einstein™ brand champions this research by consistently creating products and digital content that spark a sense of curiosity and help develop children’s adaptability for the future.

“Kids2 remains an industry leader because of the unique insights that drive each of our brand’s identities,” said Rochelle Wainer, Ph. D., Whitepaper Author and Head of Global Insights & Analytics at Kids2. “Kids2 leads with insights to understand our consumer’s needs and develop products and content that are differentiated and innovative for our brands.”

Also detailed in this whitepaper is The Einstein Way™, which is designed to support curiosity through four pillars that are applied when creating any product or content for the Baby Einstein™ brand. The four pillars are STEAM (Science, Technology, Engineering, Arts and Mathematics), Brain Development, Montessori Inspired (an educational method focusing on the whole child to create an optimal learning environment) and User-Centered Design.

Additionally, this whitepaper shines a light on the 5 core design principles that inform the Baby Einstein™ brand. The 5 principles are Open-ended Experiences, Real-world Learning, Multi-sensorial Engagement, Confidence Development, and Creative Thinking Stimulation. These principles allow the Baby Einstein™ brand’s creations to help children’s curiosity thrive, strengthen the bond between parents and their children and create an environment that encourages discovery.

What began as a DVD series, rapidly became so much more: an innovative brand offering products and digital content which gives parents the tools to help their child develop curiosity and even more, prepare them for the future. It is predicted that in 2030, 85{b4bb8ddb70249670c85c66def16f765bd40a90ddaa69bcee7e340d9a7e1b07a9} of the jobs that will exist have not yet been created. By leading with research, the Baby Einstein™ brand creates products and content that prepare children for the future. Products from the Baby Einstein™ brand and digital content produced by Hello Einstein Studios™ positions parents to be baby’s first teacher by providing solutions that help guide both parent and baby into the future.

For more information on Kids2 and the Baby Einstein™ brand, please visit:


About Kids2

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 five global hubs and has been inventing and reinventing baby products for 50 years. Lead by CEO and Owner Ryan Gunnigle, Kids2 operates with an agile start-up approach, which fosters the company’s growing success.

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