As a brand founded by a mom and built by mom-to-mom word of mouth, The Baby Einstein Company, aware of the powerful impact moms have on the success of a brand and its products, unveiled a new, nationwide integrated marketing brand campaign that spotlights real moms and invites them to share their Baby Einstein stories. Brought to life through a completely redesigned BabyEinstein.com Web site and compelling, new advertising, the initiative features a return to the brand's roots by celebrating "the power of moms" and their passionate stories about and experiences with their babies and Baby Einstein products.

"This campaign reflects the input and stories we've heard from the thousands of moms who have told us how they use Baby Einstein with their little ones and the tremendous connection moms feel with the brand," explains Susan McLain, vice president and general manager, The Baby Einstein Company. "We value the unique relationship we have with our Baby Einstein consumers, and every element of this new campaign celebrates the insights and experiences of real moms by highlighting their true stories of interaction and their sense of discovery when engaging the brand with their babies."

The entirely new BabyEinstein.com Web site kicks off the first phase of brand campaign. The redesigned site provides a forum for mom-to-mom sharing by inviting moms to submit a photo of mom and baby together, along with personal stories about experiences they've had with their baby and Baby Einstein products. Many of these real-life stories from moms around the country will be featured on BabyEinstein.com.

The site also features tips on how to spark meaningful moments of interaction and discovery with the baby in their life, along with testimonials from other parents on their favorite Baby Einstein products. Visitors will encounter high impact videos of babies and parents playfully engaging with Baby Einstein products and a "Hot Topic" section where child development experts host a column that answers topical questions from moms and caregivers. Baby Einstein products are also featured throughout the site and those in search of must-have gifts for little ones will have an opportunity to read product reviews from real moms, as well as preview clips of Baby Einstein products before making a purchase. The Web site will be updated on a weekly basis and sections of BabyEinstein.com are available in Spanish.

"We think the new website provides a unique online experience for parents," says Matt Nitowski, director of brand marketing, The Baby Einstein Company. "It combines personal engagement, robust product information and relevant editorial content in an innovative way and inspires parents and their little ones to discover the world together."

Following the Web site launch, Baby Einstein will unveil its first-ever "real stories" print and online campaign entitled, "Real People. Real Discoveries." It spotlights three real moms and one grandmother who share their personal, real-life stories about special moments and discoveries they've experienced with their little ones and Baby Einstein products. Four different campaign executions will be featured in a variety of magazines, including: American Baby (March); Babytalk (April); Parents (April); Parenting (April); Ser Padres (April); Wondertime (April); Redbook (April); Good Housekeeping (April); and O! Oprah Magazine (April); as well as online at Family.com; Parents.com; iVillage.com, Martha Stewart.com, Oprah.com, Shopping.com, Photobucket.com and Evite.com.