Jakks Pacific adds Baby Genius - Licensing.biz

Jakks Pacific adds Baby Genius

Firm's Tollytots division becomes worldwide master toy for infant and toddler musical brand.
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Jakks Pacific has added Baby Genius - the musical edutainment brand for infants and toddlers - to its roster, after signing a five-year deal with Pacific Entertainment to become the worldwide master toy.

Tollytots will develop a collection of musical and early learning toys, incorporating the music, characters and themes from the Baby Genius series of videos and CDs.

It will cover a broad range of categories including learning and developmental toys, plush and musical toys, as well as several other non exclusive areas.

"We are thrilled to be partnering with the Tollytots team and look forward to utilising their proven expertise in consistently creating compelling product for toddlers based on classic brands," said Larry Balaban, COO of Pacific Entertainment.

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