April Release: New Baby Toy Brand "Baby curiosity®" Lineup Revealed!

Infant toy manufacturer People Co., Ltd. (Chuo-ku, Tokyo, Director and Representative Executive Officer: Masato Kiribuchi) has unveiled the product lineup for its newly launched "Baby curiosity®" series. Sales will commence sequentially from early April 2026 at baby specialty stores, mass retailers, and toy stores nationwide.

## What is Baby curiosity®?

The catalyst for the birth of "Baby curiosity®" was the "People Baby Research Institute," a project that shares the company's over 40 years of cultivated insights into child observation. Since 2022, the People Baby Research Institute has regularly hosted "Workshops for Enjoying Babies," with over 500 parent-child pairs participating to date, accumulating insights into the curious behaviors of 0-year-olds.

From these insights, when re-examining from a baby's perspective, the question arose: What kind of toys are necessary for a 0-year-old's curiosity? This led to a thorough re-evaluation of everything from long-selling products to those that had been discontinued, resulting in a renewal of the baby product lineup and brand.

## We want you to enjoy choosing toys with "curiosity onomatopoeia"

As a toy manufacturer, we often hear concerns about "toy selection" during our business activities.

"I don't know what to choose from the vast amount of information online..."

"I bought a popular item based on reviews, but my child didn't play with it..."

With the Baby curiosity® series, each product is assigned a "curiosity onomatopoeia" that evokes a baby's actions, and these are printed on the product packaging.