TOMY relaunches Lamaze Infant Development System toy brand
TOMY Co has relaunched the Lamaze Infant Development System toy brand in Japan. Originating in the United States, Lamaze is now sold worldwide, including the European and Asian regions.
The first wave of products from TOMY includes Nuno No Eihon Konnichiwa Panda (Panda Pals Soft Book) for 2,100 yen, and Hotaru No Tezawari Ippai (Freddie the Firefly) plush toy with 25 different features such as sounds and textures (2,520 yen). Ten items in all, with prices ranging from 945 yen to 3,360 yen are now on sale in toy stores, department stores, general retailers and e-commerce retailers nationwide.
In 1995, TOMY International Inc consulted with infant developmental experts at Yale University to develop Lamaze products. The distinguishing feature of Lamaze is that all products are developmentally focused and appropriately age-graded. For example, products for new born babies encourage visual development by using black and white high contrast colors, while animals’ faces are illustrated largely and are designed to be easily recognized by babies. For babies, various textures are used to attract their attention. Features that stimulate babies to explore the world by enjoying different textures (for example various fabrics) and sounds are included.
Furthermore, Lamaze products are designed to stimulate babies’ curiosity and develop imagination by including many features in one toy, and by using vibrant colors and unique characters with big friendly eyes so babies can focus on single object. One example is Panda Pals Soft Book, a nine-page picture book made of fabric that targets new born babies. It uses black and white high contrast colors and animals such as a panda, zebra, horse and tiger are illustrated with extra large faces. Additionally, by touching Panda’s face, babies can enjoy a crinkling sound, among other various features and four different textures are used for this soft book.