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Brainy Baby Adopts New Content as N.Y. Toy Fair Confab Kicks Off

7 Feb, 2007 By: Erik Gruenwedel

The Brainy Baby Co. has launched an “adoption program” designed to give independent creators of infant videos content distribution, marketing and co-branding channels into retail.

At the Toy Fair confab in New York, Atlanta-based Brainy Baby will roll out the program's inaugural licensed product, “Baby IQ,” a series of DVDs produced in association with the National Literary Trust in England.

Filmed in HD and musically scored by the London Symphony Orchestra, the titles will street in March for $17.95 each, with adjunct 30-minute CDs priced at $12.95.

Titles include The World Around Us, Baby's First Word, Colors and Counting.

Jeffrey Quinn, EVP of sales and licensing with Brainy Baby, said the company attends numerous trade shows annually and gets inundated with content ideas.

“One out of 100 submissions amounts to something,” Quinn said. “There are a lot of people trying to get a piece of that $1 billion market.”

Third-party content that is accepted is done so under a license agreement whereby it is brought in-house for post-production work, including graphics and sound, and then launched under the “Brainy Baby” brand.

Separately, Brainy Baby announced a distribution deal with Tycoon Entertainment Group to translate all Brainy Baby DVDs into Spanish and distribute them to Mexico and Central America.

Tycoon will translate and distribute Brainy Baby's signature titles, including Brainy Baby Left Brain and Right Brain, Peek-a-Boo, Laugh & Learn, ABCs, 123s, Animals, Shapes & Colors, Music, Art and Sport Baby.

In other Toy Fair news, Lionsgate, through its relationship with MGA Entertainment, is promoting products and future DVDs for Yummi-Land.

The first DVD release under the deal, Betsy Bubblegum's Journey Through Yummi-Land, will street this fall and will be supported by an entire series of Yummi-Land toys featured in the movie.

This represents a follow-up deal with MGA that granted Lionsgate North American direct-to-DVD and theatrical rights to the Bratz doll brand.

Lionsgate's first Bratz title, Bratz Fashion Pixiez, streets Feb. 27.

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