Brainy Baby deal to expand licensing, distribution
Brand looking to extend into mass market
From Playthings -- Kids Today, 2/13/2008 8:25:00 AM
NEW YORK—Infant and preschool-oriented DVD creator Brainy Baby has signed New York’s Cold Fusion Entertainment to help the company expand its licensing efforts and its retail distribution.
Under the agreement, Cold Fusion will identify and secure licensing opportunities for the Brainy Baby trademark, as well as increase retail distribution of these new opportunities beyond specialty stores and into mass-markets merchants. Additionally, Cold Fusion Entertainment will supplement Brainy Baby’s existing advertising, sales, public relations and product development efforts and infrastructure.
Cold Fusion is currently speaking on Brainy Baby’s behalf with leading companies in the children’s toy, book, and apparel sectors, according to the company. Mary Meyer currently produces a line of Brainy Baby infant plush.
“Brainy Baby is known for the extremely high quality of its product line, and the extensive consumer trust it has established,” said David Elmekies, Cold Fusion’s president and CEO. “We are excited to leverage our extensive experience and encompassing approach to introduce the Brainy Baby brand to a broader retail market and complementary licensing categories.”
Brainy Baby’s videos, DVDs and music CDs have received numerous accolades for quality and instructional effectiveness over the past decade.
“The Brainy Baby brand is trusted and respected in more than 50 countries and so we are pleased to be partnering with Cold Fusion Entertainment to globally extend our brand via a smart and integrated approach that synchronizes activities across a variety of disciplines,” said Dennis Fedoruk, Brainy Baby president and CEO.
