Gyms, Tummy Time & Playmats
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The name ‘Einstein’ notably refers to ‘Albert Einstein’ (1879-1955); a genius, whose intellectual achievements and originality remain an inspiration to us all today. The founding philosophy of the Company is reflected in its name and aspirations to stimulate the intellect of babies and pre-schoolers. This was originally delivered via videos featuring music, stories, numbers, words of many languages, by the company founder, Julie Clark (a former teacher) in 1997. The Baby Einstein Company quickly achieved phenomenal success hitting revenues in excess of $25mn by 2001. The same year, 80% of the company was sold to Walt Disney who then expanded the original concept by introducing the brand’s own education toy line.

The Baby Einstein toys are now manufactured by KidsII, who bought the company in 2013 and wholesaled exclusively in the UK by Baby Brands Direct since January 2011. The innovative toy range continues to incorporate founding principles of music, art, language, nature, shapes and numbers to stimulate and nourish curious minds, aiding their development and improving their awareness.

Baby Play is crucial for a child's social, emotional, physical, and cognitive development. It is a child's way of learning about his body and the world. Play gyms, tummy time and mats represent a safe environment for such exploration. Baby Brands Direct, a dedicated nursery wholesaler, has stocked an exclusive range of play gyms, mats and tummy time mats, activity gyms with tummy time support, plush playmats and large playmats available to global retailers.

Baby Brands Direct is delighted to have obtained the distribution rights of award-winning brands including Fisher-Price, Tiny Love, Hauck, Disney, Bright Starts, Baby Einstein and Lamaze to present you with the best wholesale prices. Discover a variety of themes and designs from rainforest and princesses gyms to musical activity gyms. Keep in trend with playmats from the favourite children TV shows and stock functional quality goods that are preferred by parents.

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Jo Kennedy Senior National Account Manager at Kids II comments, “The Baby Einstein brand started more than 15 years ago, with a mom eager to share her love of the arts and humanities with her baby. It has since expanded to a full line of baby toys and gear designed to enrich baby’s young mind. We are delighted to have Baby Brands Direct exclusively distributing Baby Einstein Toys into UK independent retailers. Their proactive and efficient service provides an excellent match with Kids II and we look forward to continuing to grow a successful partnership together.”

A host of variety of retailers, from baby and nursery specialists to online retailers can benefit from having this globally recognised and affordable brand in their shop displays. An endorsement to the shop’s proficiency in baby toys, the brand truly does impart knowledge and inspire creative thinking of baby and toddlers using its products. With its founding philosophy and brand ethos, of wanting to stimulate thinking and share a love of humanities with baby, the products are designed from a baby's point-of-view and incorporate a unique combination of real world objects, music, art, language, poetry and nature. This encourages interactive experiences and enables parents an opportunity to introduce baby to the world around them in a playful and enriching way, strengthening their bond. Baby Einstein toys are developmentally age appropriate baby and toddler products and therefore offer retailers repeat purchase opportunities.


Gyms, Tummy Time and Playmats step in when parents need to rest and baby needs to be entertained. Of all the myriad potential purchases that a new parent can make, a good play mat or activity gym is among the most likely to earn its keep. A safe, comfortable and stimulating place where the infant is happy to lie, and later sit, is likely to prove invaluable.

A recent growth in purchasing large playmats has been observed as tummy time can help babies develop strong head, neck and shoulder muscles and promote certain motor skills. Tummy time can also prevent the back of baby's head from becoming flat. Research also suggests that babies who spend time on their tummies crawl on their stomachs earlier than do babies who do not practice tummy time. With all this essential information is no wonder that sales keep rising. Browse the following pages to uncover more benefits of our baby products that will boost your trade too.