30 years of inspiring curious minds
From one mom's living room to millions of babies worldwide. This is the story behind Baby Einstein and The Einstein Way™.
It started with a mom and a big idea
Baby Einstein was founded in 1996 by mother and former teacher Julie Aigner-Clark, at her home in Georgia. Driven by a passion for the arts, she wanted a way to introduce the fundamentals of music, language, poetry, colours and shapes to young children.
The original video she created — featuring puppets and the scores of classical composers — won the 1997 Parenting Magazine award for Best Video of the Year, and the series that followed became synonymous with the Baby Einstein name.
Decades later, we keep that original vision at the centre of everything we do. Baby Einstein began as a teaching tool for parents — and we still believe that parents are their baby's first teachers.
The Einstein Way™
A curiosity-driven learning philosophy, backed by science and built from the best childhood-development research. It puts your little one in the driver's seat — because there's no "right" or "wrong" way to explore.
Open-ended
Free, child-led play that invites imagination.
Confidence
Reinforcing the joy of learning and a sense of mastery.
Real-world
Helping little ones make sense of the world around them.
Multi-sensorial
High-contrast visuals and tactile textures that support development.
Creative thinking
Showing children that experimenting and persisting are fun.
Curious today. Extraordinary tomorrow.
Every Baby Einstein toy is designed to spark curiosity and support a developmental milestone. Explore the range and discover what nurtures your little one at every stage.