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Kids II Announces Brand Revitalization with Dynamic Relaunch of Baby Einstein™ and Bright Starts™ Brand Identities
New Creative Director Joe Duffy leads design-driven brand experience for global toy and gear brands

ATLANTA (June 27, 2016) - 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.

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 essence."

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 products."

The new, design-driven look of Baby Einstein and Bright Starts, can be viewed at Kids II. 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 Starts™, Ingenuity™, Baby Einstein™ and Oball™. 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.

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