HOLLYWOOD (Variety) - Disney announced Tuesday it has acquired Baby Einstein, a closely held maker of media products, toys and books for babies and toddlers.

Terms of the deal weren't revealed. Artisan Entertainment owned about 20% of the company, sources said. The Mouse House said it expects to expand the Baby Einstein product line.

Based in Lone Tree, Colo., the 5-year-old Baby Einstein "develops and sells products that expose babies to various forms of human expression -- language, poetry, music, art and science -- through ways that are nurturing and fun,'' Disney said.

Baby Einstein's product line includes videotapes, DVDs and CDs. The company also launched a new collection of books and toys this fall with partners Disney Publishing Worldwide and Hasbro.

"The acquisition of Baby Einstein provides (Disney) with another high-quality brand franchise which serves one of our core customer segments -- families with small children,'' said Disney president Robert Iger. "We are particularly excited about extending from the 'Baby' series brand into a 'Little' series that will appeal to pre-schoolers. We view this acquisition as a core element of our companywide learning intiative for children.''

The new "Little'' product line is set to launch in late 2002, Disney said.

Reuters/Variety REUTERS

By Carl DiOrio