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.