The firm says the move is "designed to reflect age progression across the company’s licensed and own brand portfolio". The transition will take place over the next few months in the run up to the 2010 toy fair season.

"It is our belief that Learning Curve does a better job of describing our brands and products,"said Clive Wooster, managing director of Learning Curve.

"We feel that our current name of RC2 doesn’t resonate with our consumers, retailers and partners or accurately reflect our growing family of brands which increasingly follows an age progressive pattern."

Moving from The First Years and Lamaze up through the company portfolio to include Thomas Early Engineers, Bob The Builder, Thomas Wooden Railway, Chuggington, Caring Corners, Big Farm and the collectible Britain’s ranges, the move is designed to envelop all its properties under one brand.

Packaging, advertising, web-sites and documentation will start to display the new name from early 2010 however on a practical basis, all terms of working with the company will see very little change.

Advertisement