Celebrating 30 years of curiosity, creativity, and learning—with the debut of Hello Einstein, expanding the brand’s journey beyond babyhood
ATLANTA, GA (August 5, 2026) — Baby Einstein, the world-renowned early learning brand, celebrates 30 years of global growth. What began as an educational video series has grown into a $250M+ global brand, with more than 50 million products sold and 7 original educational series reaching families across 195 countries. Today, the brand looks toward its next chapter with the introduction of Hello Einstein, a new product and content brand designed for toddlers and preschoolers.
When Baby Einstein debuted in 1996, it introduced families to learning through music, art, language, and nature, helping define a new category of early childhood learning. Today, that same curiosity-driven philosophy—The Einstein Way—guides everything from award-winning toys and educational content to strategic partnerships and retail experiences.
Since acquiring Baby Einstein from Disney in 2013, Kids2, an Atlanta-based global leader in infant and toddler brands and products, has transformed the iconic educational VHS series into one of the world's leading early learning brands spanning products, content, retail, and licensing.
Over the past three decades, Baby Einstein has grown into one of the world's leading early learning brands, including:
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$250M+ in brand sales
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50M+ products sold globally
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1B+ content views
The brand's success at retail continues to demonstrate the strength of its learning-first approach:
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#1 Growing Brand: Juvenile Entertainment*
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#2 Brand: Juvenile Entertainment**
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#1 Other Infant Toy: Baby Einstein Sea Dreams Soother***
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#1 U.S. Play Gym: Baby Einstein 4-in-1 Kickin' Tunes Gym****
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Sea Dreams Soother: 3M+ units sold globally
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Take Along Tunes: 10M+ units sold globally
Beyond its award-winning toys and gear, Baby Einstein has grown into a connected learning ecosystem spanning books, apparel, games, and more through strategic partnerships with brands including Tonies (screen-free audio), Phoenix International (books), and MasterPieces (puzzles).
Hello Einstein Studios (HES), Kids2's media entertainment studio, continues to expand Baby Einstein's connected learning ecosystem through seven original educational series available across a growing distribution network of more than 24 platforms, including YouTube, Netflix, Peacock, HappyKids, and Kidoodle.TV. Baby Einstein content has generated more than 1 billion views, 70 million music streams, and a community of more than 1 million YouTube subscribers, placing the channel among the top 5% of YouTube channels worldwide. The content library continues to expand with new seasons of Closer Look, Ocean Explorers, and Farm Explorers, with Farm Explorers Season 3 launching in Fall 2026.
"For 30 years, Baby Einstein has earned parents' trust by helping children discover the world through curiosity and play," said Ryan Gunnigle, CEO of Kids2. "Our research shows parents want trusted learning experiences to grow alongside their children. Hello Einstein is the natural next step, extending the learning-first philosophy families know and trust into the toddler and preschool years while creating even more opportunities for curiosity, creativity, and discovery."
Launching in 2027, Hello Einstein extends the trusted Baby Einstein experience into the toddler and preschool years. Driven by consumer insight that ranks Baby Einstein as the #1 baby brand parents want to see in the "big kid" aisle, Hello Einstein builds on The Einstein Way, the brand's curiosity-led learning philosophy. The new brand will introduce milestone-focused toys, content, and experiences—including the new Einstein Explorers preschool series—to help children continue discovering the world with curiosity, confidence, and creativity.
For more information, visit Baby Einstein 30th Anniversary | 30 Years of Curiosity – Kids2, LLC.
*Circana, Retail Tracking Service, Jan – Dec ‘25 v YA, USD
**Circana, Retail Tracking Service, Jan – Dec ‘25 v YA, USD
***Circana, Retail Tracking Service, Other Infant Toys, Jan – Dec ‘25, USD
****Circana, Retail Tracking Service, Playnests/Playgyms, July ‘25 –Jun ‘26, USD
About Kids2 Group
Kids2 Group is a purpose-driven family of companies focused on helping new parents solve some of their biggest problems. This is all made possible thanks to Kids2 Group’s unique community of passionate people and forward-thinking companies that create connectivity and comradery in pursuit of tiny wins for parents and children everywhere. Comprised of world-renowned brands Baby Einstein, Ingenuity and Bright Starts, as well as a privately owned media company, a venture capital firm to invest in like-minded startups, a vertically-integrated manufacturing facility, and various joint-venture partnerships—Kids2 Group sets out to create holistic solutions that create more tiny wins and bright futures for all families.
Kids2 Group’s global reach spans 90 countries and more than 700 million consumer touchpoints, and the Kids2 Group family is growing. Thanks to new ideation and innovation, along with new investments in innovative spaces, Kids2 Group is on a path to make each day that much easier for early-stage parents and families everywhere.
About The Baby Einstein Brand
Born from the belief that the future belongs to the curious, Baby Einstein helps parents cultivate curiosity – within their children and themselves – through experiences of shared discovery and creativity. Why? Because curiosity motivates us to learn and adapt. It compels us to be open to possibility and confident in our skills. Curiosity is essential for succeeding in our ever-changing world and creating a better one. Baby Einstein® is a trademark of Baby Einstein, LLC. EINSTEIN® is a trademark of The Hebrew University of Jerusalem.
About Hello Einstein Studios
A media entertainment company, Hello Einstein Studios’ sole purpose is to help create a more curious world through trusted, best-in-class children’s educational entertainment. Home to the beloved Baby Einstein™ Classics series, Ocean Explorers™, Farm Explorers™, Closer Look™, Manners Manor™, Cal’s Sound Yard™, Patch’s Number Forest™ and The Sandbox™, Hello Einstein Studios believes in the power of curiosity to drive creativity, encourage discovery and create adaptability for today’s ever-changing environment.
Please contact Abby Stark at abigail.stark@kidsii.com for media assets, including logos, photos, and one-pagers.
