Small World distributing Star Electronics

Culver City, Calif.— Small World Kids is the new distributor of Star Electronics' line of infant, bath and preschool toys for children age 0 to 3. The agreement makes SW Express, the toy distribution and sales division of Small World Kids, the exclusive U.S. distributor of Star Electronics' entire product catalog.

"We are very excited about having the exclusive rights to distribute Star Electronics infant, bath and preschool products," said Debra Fine, CEO of Small World Kids. "Small World Kids is committed to delivering children's products that stimulate creativity and curiosity. Star Electronics' products are complimentary to this strategy and significantly increase our offering of electronics products, which is a rapidly growing category among the more than 3,000 retailers served by SW Express."

Star Electronics has developed award-winning products such as Animal Snackers Feeding bowls, which emit animal sounds every time a child moves the spoon from the bowl; the Karaokid Music Box, which features an actual microphone and speaker so that young children can sing along to the recorded nursery rhymes while following the words in the accompanying songbook; and the Eco Park sensory mat, which includes a water pouch and soft material with attached characters that emit sounds of nature. Other products include motion and sound sensors for cribs, highchairs, strollers and infant seats designed to develop the imagination as well as the ability to focus.

"SW Express competed and won exclusive distribution for Star Electronics because of their vast experience and network of retailers across the country," said Peter Law, director of marketing at Star Electronics.

Small World Kids also manufactures and distributes specialty toys and educational products for children through its Small World Toys subsidiary, including the brands Ryan's Room, Gertie Ball, IQ Baby and Neurosmith, and holds rights in the U.S for specialty channel distribution for Tolo.