The Walt Disney Company has sold the Baby Einstein brand to Kids II, a longtime licensee of the property. The deal concluded in September.

“Our longstanding partnership and performance with Disney and Baby Einstein position us to seamlessly integrate Baby Einstein into our strong brand portfolio and continue its success while expanding it into new markets,” said Kids II in a press statement.

Disney purchased the Baby Einstein brand in 2001. Since, Baby Einstein has grown to include a wide range of developmental and entertainment products for babies and toddlers, created from a child’s point-of-view. Baby Einstein products incorporate real world objects, music, art, animals and nature to help introduce children to the world around them.

Kids II has developed Baby Einstein products under license to cover a range of infant and toddler categories including musical plush, play sets and gyms, motion activity sets, walkers, rattles, soft toys and blocks, instruments and more.