Genius Products Inc., San Diego, a publisher of children's videos and the Web site babygenius.com, yesterday said it has hired MarketingWorks as an exclusive licensee of its Mozart & Friends videos for a direct response TV campaign. MarketingWorks also will have a nonexclusive license to sell the videos by other means, including catalogs, the Internet and telemarketing in the United States and overseas.
“This is an important part of our strategy to increase sales, reinforce the Baby Genius brand and accelerate our marketing momentum,” said Dorian Lowell, president of Genius Products.
“We are excited to be affiliated with MarketingWorks, and we anticipate strong results from the direct marketing program over the next 12 months,” Lowell added. “It should provide a good tie-in with next year's launch of our licensed toy and apparel products.”