Pacific Entertainment Corporation, the company which created the Baby Genius® brand in 1999, is celebrating the brand’s 10th anniversary with the worldwide launch of exciting new merchandise and marketing initiatives.  At the foundation of the merchandising campaign is new line of 24 individual Baby Genius early learning and development toys from master toy manufacturer, Battat Incorporated. Launched in August for the fall season at Walmart stores nationwide, the initial assortment of toys includes activity toys, musical toys, and role-play toys that incorporate the Baby Genius principle of music as a core learning tool to engage and encourage children to communicate, connect, discover, and use their imagination to express themselves. The Baby Genius toy line will be supported by a strategic advertising and marketing campaign targeting moms with children 2-5 years old. Online advertising will extend to leading parenting websites such as, and On-air television advertising spots will run on Comcast and Cox VOD channels where Baby Genius commands the #1 spot in children’s VOD on the Comcast Baby Boost Channel with over 10 million views per year. Baby Genius product information sheets promoting the line will be included in Baby Genius DVDs and CDs. A dedicated national publicity campaign including a television media tour hosted by Baby Genius creator, Larry Balaban, will include appearances on network, syndicated and local broadcast and cable programs this fall. The campaign will also include outreach to key mommy blogs and placement in holiday gift guides in top parent and consumer media. Through a licensing deal with publisher Meadowbrook Press, the Baby Genius brand is also being extended to retail bookshelves with the launch of a series of Baby Genius Sing ‘n Learn board books. Distributed through Simon & Schuster, the books celebrate the Baby Genius philosophy, “music makes a difference,” by teaching children through music and song. The program launched initially with four books, and four additional titles are planned for spring 2010. In addition, the brand has redesigned its website,, which will launch this fall with the debut the Baby Genius Club, a membership club offering valuable ways for parents and caregivers to enrich their child’s Baby Genius experience with exclusive, members only promotions, merchandise discounts, opportunities to earn points toward future purchases, and an exciting membership kit. Other new features include a dedicated “The Circle of Education” room, new games and activities, and a room for parents where they can share their experiences with other parents, read testimonials, get tips on parenting and link to external websites for important information.