Kids II is the first manufacturer on the market to dedicate itself and its products to the "whole" child,the physical, cognitive, emotional, and spiritual child. What we've learned throughout the years from extensive research and development, as well as information derived from focus groups and our relationships with child development experts, is that the growth of a child requires a holistic approach. A bright start isn't just about baby's education. It's about interaction and response. It's about nurturing the parent-child relationship. It's about sheer joy for everyone involved. Our new Bright Starts brand is built on the concept that a happy baby makes a curious, alert, eager-to-learn baby.