Our Roots
Baby Einstein was founded in 1996 by mother and former teacher Julie Aigner-Clark at her home in Georgia. Driven by her passion for the arts, she wanted a way to introduce the fundamentals of music, language, poetry, colors, shapes, and more to young children. The original video she created – featuring puppets and the scores of classical composers – won the 1997 Parenting Magazine award for Best Video of the Year, and the series that followed has become synonymous with the Baby Einstein name.
Decades later, we’ve kept Aigner-Clarks’s original vision at the center of everything we do. Baby Einstein started as a teaching tool for parents, and we continue to believe that parents are their baby’s first teachers.
Beginning of Baby Einstein
Started as a STEAM-based VHS/DVD series by a mom entrepreneur, blending music and art for early learning.
Disney Acquisition
Baby Einstein became a global phenomenon under Disney, expanding into new formats and retail categories.
Kids2 Secures Exclusive Toy Licensing
Strengthened Baby Einstein’s presence in infant & toddler learning products.
First iTunes U Launches
Apple launches iTunes U, marking the mainstream digitalization of learning content.
Relevance: Baby Einstein content begins transitioning from VHS/DVD to digital platforms.
“Hour of Code” Movement Begins
A global push for coding and computational thinking in schools starts.
Relevance: Reflects growing recognition that early learners can grasp complex, curiosity-driven skills.
Disney Sells Baby Einstein to Kids2
Baby Einstein becomes a fully independent brand, setting the stage for digital transformation.
Rise of EdTech Apps for Early Learners
Platforms like ABCmouse, Khan Academy Kids, and others scale globally.
Relevance: Baby Einstein stands out as the original pioneer of playful, screen-based enrichment.
Relaunch of Baby Einstein Toys
New interactive learning products hit the market, reinforcing the brand’s educational foundation.
Hello Einstein Studios Launches with Digital-First Expansion
The launch of Explorers Series kicks off Baby Einstein’s transition to a content-driven brand.
Ocean Explorers & Integrated Product Launch
First cross-platform activation combining streaming content & toy innovation.
New Classics Debut
Modernized versions of classic Baby Einstein content launch, expanding engagement.
Farm Explorers & Product Expansion
Second integrated content-product rollout, introducing Farm Explorers characters.
30th Anniversary!
A major retail & marketing moment with cross-category activations.