Baby Genius preschool toys hit Walmart shelves
They’re designed for an audience of 2- to 5-year-olds
-- Kids Today, 8/31/2009 11:50:00 AM
SAN DIEGO, Calif.—Battat has debuted a line of Baby Genius-branded preschool toys exclusively at Walmart.
Produced under license from Pacific Entertainment Corporation, creator of the Baby Genius brand of musical edutainment for infants and toddlers, Battat’s initial assortment of 24 Baby Genius toys includes activity toys, musical toys and role-play toys that incorporate the Baby Genius principle of music as a core learning tool "to engage and encourage children to communicate, connect, discover, and use their imagination to express themselves.” They’re designed for an audience of 2- to 5-year-olds and will be priced from $5 to $25.
“The newly developed toy line in Walmart will serve to further establish Baby Genius as a must-have brand among parents and children,” said Klaus Moeller, CEO of Pacific Entertainment. “We believe this major presence at the nation’s top retailer throughout the U.S. will lead to additional licensing opportunities in other product categories as we continue to expand the brand in both the U.S. and international markets with DVDs, CDs, books and video-on-demand,” added Moeller.
The Baby Genius toy line will be supported by a strategic advertising and marketing campaign targeting moms with preschool aged children. Online advertising will extend to leading parenting websites and on-air television advertising spots will run on Comcast and Cox VoD cable channels. Baby Genius product information sheets promoting the line will be included in Baby Genius DVDs and CDs.
A national publicity campaign this fall will include a television media tour hosted by Baby Genius creator Larry Balaban. It will also include outreach to key mommy blogs and placement in holiday gift guides in top parent and consumer media.
Battat’s licensing deal with Pacific Entertainment was brokered by The Joester Loria Group.
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