The move is part of the firm's exit from the gift industry and towards the infant and children's market.
"Our decision to pursue a new corporate identity as Kid Brands Inc. is the culmination of our company's transformation toward focusing purely on the attractive infant and juvenile products industry,” said Bruce G. Crain, CEO and president.
"The name reflects and communicates our current portfolio of infant and juvenile businesses and is also consistent with our additional growth strategies and intentions to enter complementary and adjacent categories over time. Further, we believe our new name reinforces our core strategy of industry leadership through design-led and innovative branded product offerings and sends a clear message about our ability to bring comprehensive solutions to our retailer partners and to consumers."
it will continue to market its branded products under its Kids Line, LaJobi, Sassy and CoCaLo marks and also continue to offer programs under select licenses such as Carter's, Disney, Graco and Serta.