Press Release Details

Fun and function are in the fold, as Bright Starts™ introduces Baby’s PlayPlace™, the first play oasis designed with a rolling baby in mind.  A true evolution of the traditional play gyms, this innovative infant play environment has a twist, the product’s oversized, (46” x 38”) quilted play mat quickly folds to create an enclosed environment with soft, sturdy side walls, 8.5 inches high. The walls can be easily reconfigured to customize the play experience for a variety of developmental phases – from newborn and tummy time to crawling and active discovery - creating the ultimate destination for fun.

Featuring colorful, high-contrast patterns and a whimsical garden-theme, the new   Bright Starts™ Baby’s PlayPlace™ comes with eight developmental toys including:

• Multi-Use Electronic Lighted Lady Bug featuring parent and baby-activated modes, volume control, dancing lights, and 15 minutes of continuous melodies – it is also ideal for on-the-go or attaching to baby’s other play areas around the house 
• Sunflower Mirror is extra-large to promote self-discovery
• Plush Caterpillar with dangly legs helps develop fine motor skills
• Plastic Lady Bug with spinning rattle belly is designed to enhance auditory development
• Soft Bee Teether is water-filled to soothe baby’s gums
• Two large Bug Links, plus eight additional Fun Links™, for adding additional      Bright Starts™ toys

Bright Starts™ Baby’s PlayPlace™ will retail for $69.99-$79.99 and will be available at leading U.S. and International retailers in August.  Initial limited quantities will also be available through select retailers’ websites in June and July.

Versatility & Fun for the Way Babies Grow

In contrast to traditional infant gyms that babies quickly outgrow, Baby’s PlayPlace™ is a convertible infant play environment designed to grow with baby throughout multiple developmental phases. Among the product’s innovative features:

For Newborns:

• Sides fold up for comforting cocoon environment
• Open mat end provides easy access for diaper changes

For Babies in Active Discovery:

• Soft, sturdy 8.5” sidewalls keep baby from rolling away from the fun as they become more active
• Sidewalls provide gentle barrier for baby from siblings and pets while on the floor

For Tummy Time:

• Adjusting mirror placement and link loops on mat allow mom to change out toys and bring them closer to baby’s reach, encouraging longer tummy time engagement
• Placing three walls up provides baby with 270-degrees of added panoramic stimulation

For Crawling Babies:

• Moveable, curvy toy bars convert the PlayPlace™ to a tunnel for babies on the go, providing them with a much softer surface to crawl through than most competitive gyms
• Curvy toy bars also allow the toys to be positioned at various heights to amuse baby as they crawl through  

For Babies in Active Play:

• Mat expands to be one of the largest flat play areas in the category and the only one this large with such a soft, quilted surface
• Play mat features toy loops, textured leafs and crinkle details to amuse baby

Mom-friendly features:

• Mat is washable with inserts removed
• Folds easily for portability or storage 

“Once babies begin to actively roll, they often move away and lose interest in traditional gyms  – leaving moms to roll with the changes as well,” says Ryan Gunnigle, President and CEO of Kids II, Inc., one of the world’s fastest growing toy companies and creators of Bright Starts™ products. “Bright Starts™ Baby’s PlayPlace™ reinvents the traditional play gym by offering mom peace of mind and a break from continuous baby repositioning, 360° of fun for a rolling infant and an excellent value as a grow-with-me product – making it the ideal registry item and shower gift.”