The Baby Einstein brand in particular was in need of an update: the original design had the painful, clumsy sense of an adult trying to write/draw as a child.
From the press release: “The brand revitalization of Baby Einstein coincides with the 20th anniversary of the iconic brand of developmental products designed to enrich baby’s young mind with a unique combination of language, music, art, animals and nature. The new visual identity is inspired by discovery and progressive learning. Bright Starts, a line of products designed to spark smiles and laughter in babies, is rebranded with simple, bright and amusing elements.”
Visit the Kids II website and see the changes here.