labels: Brand Dossier, Marketing
Walt Disney's Baby Einstein media and toy products launched in India news
13 January 2009

Top infant toy maker, the Baby Einstein line of products, part of the Walt Disney Company, has now entered the Indian market.

Baby Einstein, a line of media and toy products that specialises in interactive products specifically designed for babies and toddlers up to two years, is being brought to India by My Baby Excels, a premium toy brand that recently launched Tamagotchi, India's first digital handheld pet.

M N Kapasi, managing director, My Baby Excels's said ''For a decade now, The Baby Einstein Company has built its reputation by bringing beauty, wonder, and curiosity to millions of babies and parents through its wide collection of products.''

The range includes DVDs, music CDs, books, toys and gear which engages babies and provides parents with tools to introduce their babies to their surrounding world by using real objects, music, art, language, and poetry in fun and enriching ways.

Baby Einstein sparks the curiosity of babies and encourages discovery of the surrounding world together with their parents and also enhances the interaction between the parent and the child while exposing the latter to music, art, nature and language.

The products contain real world imagery, fun characters and beautiful themes created from a baby's point of view.

The Baby Einstein Company was originally founded by Julie Aigner-Clark in 1997,  to create products that offered interactive tools for her daughter and her to discover the world together. This led to the creation of the first Baby Einstein video title, Baby Einstein Language Nursery.

The success of her product grew as new parents shared with each other their experiences with Baby Einstein. As this ''Parent-to-Parent'' word-of-mouth increased, demand for additional products also grew and she expanded the original video line to include a suite of complementary products.

In November 2001, Baby Einstein became part of The Walt Disney Company thus leveraging Disney's global resources to expand and develop brand extensions including infant play products, toys, baby gear, soft bath items, diaper bags and feeding line.

Featuring a complete collection of products for little ones, Baby Einstein continues to capture the attention and curiosity of babies around the world. Baby Einstein products have appeared as favorites, must-haves and top gift picks in parenting publications, women's magazines and holiday features alike.

The brand has also been featured in national media, including The Oprah Winfrey Show, Entertainment Tonight, Parenting, Parents, Child, Babytalk, American Baby, New Parent Magazine, Working Mother, Woman's World, People Magazine, Forbes, Time Magazine, The Wall Street Journal and The New York Times, as well as publications and broadcast outlets around the world.

They have also been receiving top awards and national recognition by leading parenting magazines and organizations.

Baby Einstein DVDs were chosen by American Baby readers as a product they can't live without for six consecutive years (2003-2008).

Additional awards include The National Parenting Publications (NAPPA) Gold Award (2008, 2007), Creative Child Magazine's ''Seal of Excellence Award'' (2007) and Preferred Choice Award'' (2007), as well as Dr. Toy ''Best Products Winner'' (2008, 2007).

The range of products in India is from Rs159 to Rs9,999.

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Walt Disney's Baby Einstein media and toy products launched in India