January 22, 2004

By: Stan Russ
Website: http://www.1st-in-toys.com

Learning Curve International Acquires Certain Specialty Toy Assets of Eden

Chicago-based Learning Curve International announced today that it has acquired the Madeline and the Eden branded infant and preschool specialty plush lines of Eden, L.L.C. For more than fifty years, Eden has been the creator and distributor of high-quality, distinctive children's toys and gifts, and has been the Madeline master doll licensee for over ten years.

We are delighted to add the time-honored Madeline and Eden infant and preschool brands to our award-winning portfolio, said John W. Lee, president of Learning Curve International. We are committed to making these fine Eden brands even better with Learning Curve quality, service and innovation as we continue to develop them for our retailers and consumers.

Learning Curve has also acquired the Madeline master doll license, and will continue to offer the full line of Madeline products, including the award-winning Madeline Doll House and furnishings, Madeline dressable rag dolls and posable vinyl dolls, as well as the doll clothing and accessories. We are thrilled to partner with a leader in the specialty toy business, says Melissa Bomes, executive vice president, Consumer Products of DIC Entertainment, the licensor for Madeline. Learning Curve will ensure a smooth transition for our retail partners and we look forward to working with them to expand the Madeline business.

As part of the acquisition of the Eden branded infant and preschool products, Learning Curve will offer the popular line of infant toys and gifts, including proprietary brands such as Little Lessons and the complete collection of soft dolls.

Learning Curve will develop new products, applying their extensive R&D resources to create additional, innovative offerings within the Madeline and Eden brands. These products will join the Learning Curve family of distinctive brands, which already includes: Lamaze, the ultimate brand for babies; the Thomas & Friends Wooden Railway System; the FELTKids Play System; the Small Miracles line of dress-up apparel and accessories; Lionel Battery-Powered Train System and the Robotix motorized toy building system.

Learning Curve will begin taking orders for the acquired Eden items as soon as possible, and will begin shipping product soon thereafter. Current orders and backorders will be transferred to Learning Curve for shipment, and Learning Curve will be manufacturing product to satisfy future supply requirements.

One of the most beloved children's books of all times, Ludwig Bemelman's Madeline, first published in 1939, is the story of twelve little girls who attend a boarding school in Paris under the watchful and loving eye of Miss Clavel. Now in its 48th hardcover and 46th paperback printing with Viking, Madeline has sold more than 10 million copies worldwide. A highly-acclaimed animated series currently airs seven days a week on the Disney Channel and Toon Disney and was recently nominated for an Emmy as best animated children's series.

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About The Author:

Stan Russ is a successful author and regular contributor to http://www.1st-in-toys.com.  Find all the toys you wish you had as a kid. Fun and educational toys found here.