New musical toys, dance mats, karaoke machines and a new app will boost the brand as it re-launches across the US.

GBI expands Baby Genius retail roster with new US partners

Genius Brands International is expanding the Baby Genius retail programme across North America with a growing roster of licensees.

Two key partners have joined the Baby Genius family as Winfat Industrial Company Limited prepares to develops a range of early learning toys with a musical focus.

Meanwhile, DGL USA will produce a collection of musical instruments and toys, dance mats, karaoke machines and plastic bath toys under the Baby Genius banner.

Both companies will launch initial products this autumn.

The pair join a burgeoning portfolio of licensing partners for the Baby Genius brand that includes Manhattan Toys, PBS Distribution, Zak Designs, LeapFrog enterprises, Cupcake Digital and Black Lantern.

“We will be re-launching Baby Genius with dozens of fantastic new products that will offer parents and caregivers even more fun ways to entertain and enrich their children through music and interactivity that encourage a child’s natural growth, said Stone Newman, GBI’s president of global consumer products.

“With a new look, new music, and new entertainment, Baby Genius will offer a robust product line at retail this fall with a fresh unique approach that we think parents will love. We are delighted to welcome Winfat and DGL into the family of partners involved in this growing brand.”

In other developments for the Baby Genius brand, Genius Brands International has also introduced a new Baby Genius Sing Along app.

Produced by licensing partner Hadoken, the app aims to engage kids with familiar songs and Baby Genius characters.

“Together with Hadoken, we have created an interactive and fun experience for toddlers featuring classic songs, the beloved Baby Genius characters and opportunities to discover music with a friendly format that entertains and engages kids in music,” added Amy Moynihan Heyward, president of GBI.

“The launch of the Baby Genius Sing Along app plays a key role in the fundamental growth of the brand’s business and will help drive sales of the many exciting and enriching licensed products coming to market in a broad multi-category retail re-launch this September.”

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