Parents and little ones invite Baby Einstein(TM) to dinner



    MISSISSAUGA, ON, March 21 /CNW/ - "Food for thought" takes on a whole new
meaning as the Baby Einstein brand joins parents and little ones at mealtimes
as part of Playtex Ltd's new infant and toddler feeding line, now the only
licensed cups and mealtime products that promote discovery and encourage
parent-child interaction with popular Baby Einstein characters and imagery.
The Playtex Baby Einstein Infant Feeding Line launched Tuesday at the Ontario
Science Centre.
    Through unique combinations of real-world objects, music, art, language,
science, poetry and nature, Baby Einstein products are created from a baby's
point of view and expose little ones to the world around them in playful and
enriching ways. The exciting Baby Einstein branded feeding line up from
Playtex Ltd. encourages interaction during mealtimes and exposes little ones
as young as four months old to colourful, age-appropriate animation, shapes,
languages and nature.
    University of Guelph professor Susan Chuang says mealtimes are an
important family ritual and a time when tots learn the customs and social
aspects related to eating. A specialist in infant development and parent-child
relationships, Chuang says mealtimes are the foundation to a child's
development and offer the perfect learning and nurturing opportunity if the
conditions are right. Chuang encourages parents to allow their little ones to
participate in the feeding ritual by providing a predictable environment and
age appropriate choices, making mealtimes enjoyable from the start.
    "In our ongoing efforts to bring the best and most exciting products to
families, Playtex focused on creatively translating core Baby Einstein values
and branded assets into a truly age-appropriate feeding product line," says
Lani Lee, Director of Marketing at Playtex Ltd. "Popular Baby Einstein themes
are integrated with feeding tools featuring attributes truly designed for
young ones that uniquely differentiate Playtex products from others in the
market."
    Playtex's line of Baby Einstein infant feeding products includes
utensils, spill-proof cups, dishware and mealtime sets. All products are of
the highest quality construction and are extremely durable. These products
help children learn age appropriate feeding skills from the introduction of
spoon feeding, to discovering the fun in self feeding and for little ones 18
months+ to interactive surprises that promote advanced self-feeding.
    In addition to the familiar Baby Einstein visual designs, babies benefit
from a variety of tactile sensations built into each product. For example,
soft-grip spoons have a textured pattern to help babies transition to solid
foods. Each utensil package comes with two easy-to-grip spoons - a smaller one
for baby and a larger one for mom, encouraging baby to mimic mom and fostering
greater parent child interaction.
    The six-ounce spill-proof trainer cup has a tapered soft spout, ideal for
little mouths. The easy-to-grip handles are part of the lid feature, ensuring
that spout and handles are always aligned, making it easier for babies to
learn how to drink on their own. The nine-ounce spill-proof cup has Baby
Einstein characters in a bubble at the bottom of the cup, adding an extra
element of fun and discovery. For toddlers, the nine-ounce spill-proof
insulated straw cup keeps drinks cool and fresher longer. The peek-a-boo straw
makes storage easy for mom while promoting a sense of surprise and interaction
for little ones.
    The On-the-Go Bowl is a unique infant feeding product that has three
separate compartments, and is portable and durable enough to take anywhere.
The steep, rounded sides make it easy for baby to scoop out food from each of
the compartments. The tightly sealed lids are leak proof and make sure that
baby's food stays in the bowl.
    "The interaction and exploration that babies and parents enjoy about Baby
Einstein DVDs, toys, and books can now be part of the special family moments
that centre on mealtimes," says Ellen Portantino, vice president of retail
marketing for Disney Consumer Products. "The Baby Einstein Company and Playtex
Limited both share a commitment to fostering family interaction and
encouraging discovery. All Baby Einstein products are approached from a baby's
point-of-view, and Playtex's attention to these details is bringing
distinctive products to consumers."
    The Baby Einstein infant feeding line is available at major retailers
including: Loblaws, Shoppers Drug Mart, Toys 'R Us and Wal-Mart. Prices range
from $3.99 SRP for a set of two spoons to $11.49 SRP for the mealtime activity
tray. Complete infant mealtimes sets are also available and make the perfect
baby shower gift.

    About Playtex Limited

    Playtex Limited is a leading manufacturer and distributor of a
diversified portfolio of Feminine Care, Skin Care and Infant Care products,
including Playtex tampons, Banana Boat, Wet Ones, Playtex Gloves, Playtex
infant feeding products and Diaper Genie. For more information please visit
the Company's website at www.playtexproducts.com.

    About The Baby Einstein Company

    The Baby Einstein Company, LLC, is the award-winning creator of the
infant developmental media category. The company is famous for its
best-selling Baby Einstein brand of DVDs, books, music CDs and toys
specifically designed for babies and toddlers, from birth. Headquartered in
Glendale, CA, The Baby Einstein Company is a subsidiary of The Walt Disney
Company. For more information, visit www.babyeinstein.com.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/





For further information:

For further information: or to request an interview with Playtex or
Disney representatives, please contact: Karen Petcoff, Media Relations, (416)
275-6844; Lani Lee, Director of Marketing, Playtex Ltd, (905) 677-6211

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PLAYTEX LIMITED

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PLAYTEX BABY EINSTEIN

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