Kids II® has been inventing and reinventing infant and toddler toys and gear for more than 40 years; it is one of the world's fastest growing baby product companies, marketing goods under multiple brands including the Bright Starts Taggies™ collection. The concept came about when a mom who was also a primary school teacher observed her child's fascination with the smooth, satiny looped tags found on most stuffed animals. She created a baby blanket covered with shiny tags and brought it to her playgroup - when another mom saw it she asked if they could go into business together and soon a business was born. Today the much love brand is part of Kids II® family. Playing with the soft, textured tags on each product provides the tactile stimulation that babies crave and helps to calm babies of all age. Products include soft character blankets, plush rattles, plush toys, soft books, dolls, shopping cart covers and more.