Bright Starts(TM) Launches Solution to Keep Rolling Babies Focused on the FUN!

ALPHARETTA, Ga., Aug. 3 /PRNewswire/ -- Fun and function are in the fold, as Bright Starts(TM) introduces Baby's PlayPlace(TM), 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 play -- creating the ultimate destination for fun.

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

  -- Multi-Use Electronic Lighted Lady Bug featuring parent and baby-
     activated modes, volume control, dancing lights, and 25 minutes of
     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 Fun Links(TM), for adding additional
     Bright Starts(TM) toys

Bright Starts(TM) Baby's PlayPlace(TM) will retail for $69.99-$79.99 and will be available at leading U.S. and International retailers in August.

Versatility & Fun for the Way Babies Grow

In contrast to traditional infant gyms that babies quickly outgrow, Baby's PlayPlace(TM) 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:
  -- Adjustable 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 Baby's PlayPlace(TM) into 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 toys to be positioned at various heights to
     amuse baby as they crawl through

  For Babies in Active Play:
  -- Play Mat expands to be one of the largest quilted play areas in the
     category
  -- Play mat features toy loops, textured leafs and crinkle details to
     amuse baby

  Mom-friendly features:
  -- Play 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(TM) products. "Bright Starts(TM) Baby's PlayPlace(TM) reinvents the traditional play gym by offering moms peace of mind and a break from continuous baby repositioning, 360?? of fun for their rolling infants, and an excellent value as a grow-with-me product. All of these benefits make Baby's PlayPlace the ideal registry item and shower gift."

About Kids II, Inc.

One of the world's fastest growing toy companies, Kids II, Inc., has been reinventing classic infant categories for three generations and counting. Kids II, Inc., designs, distributes and markets nearly 100 products under its Bright Starts(TM) brand name, including the award-winning Around-We-Go!(TM) stationary activity center - the industry's first and only baby "cruiser." Kids II, Inc., also holds the license to design and manufacture products for some of the industry's hottest brands such as Baby Einstein(TM) and Boppy(R). The company's award-winning products have revolutionized the industry time and time again.

Headquartered in Atlanta, Georgia, Kids II has international affiliate operations in Australia, Canada, Europe, Hong Kong and Mexico. For additional information visit http://www.kidsii.com/ or http://www.brightstarts.com/.