Our mission was to create an e-commerce experience that supported Kids II’s rich content initiative. We were determined to design a site that is both fun and supportive of useful content. The new experience and digital strategy make Kids II’s brand a trusted voice in child care and pre-K recreation.



  • Market analysis & insights
  • Requirements & recommendations
  • Competitive analysis
  • Stakeholder interviews
  • Personas
  • Journey maps
  • Content strategy
  • Brand strategy
  • Brand ID design
  • Information architecture


The new site supports Kids II as a master brand for six brand properties: Baby Einstein, Oball, Comfort & Harmony, Ingenuity, Disney Kids and Bright Starts.

Launch worked closely with the Kids II digital marketing team to shape and define an approach that allows the family of brands to co-exist together seamlessly within a single unified experience that simultaneously educates parents about caring for their little ones and also drives demand for Kids II products.



At the conclusion of the research phase of the project, we presented opportunities for Kids II to build their brand, engage their mom-centric audience, and create an omni-channel experience. Our creative strategy deck communicated a unified visual message for all brands. And the final road map that we provided Kids II supported a more efficient design and development process for both the current site and for its future state–a roadmap which was leveraged for the subsequent redesign phase for the Kids II website.


“Everybody has remarked that ‘It feels like Launch is part of the same team.’ In our culture, that’s the highest compliment. Everybody here is so impressed by the level of attention to detail.”

Shannon Delaney, VP of Digital and Consumer Marketing

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From discovery through implementation, we can help with any phase of your project—or carry it from start to finish.

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