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About Sensational Beginnings

Sensational Beginnings is an online retailer that is dedicated to providing parents with top-quality products that incorporate early learning and fun for children and families. Sensational Beginnings looks far and wide for the best and the brightest, the latest and the tried-and true. Since the first catalogue mailing more than 26 years ago, Sensational Beginnings has expanded its offerings to provide products for children from infant, through preteen years. The business shifted from catalog sales to online retail in 2005 in an effort to make shopping more convenient for parents and families. Thanks to the new relationship with Creative Kidstuff, SensationalBeginnings.com will continue to be a resource to families for years to come.

Press Release 5/7/13

For Immediate Release
Contact: Michelle Hoffman
Lola Red PR

Specialty Toy Retailers Come Together to Help Families Play

(MINNEAPOLIS) May 7, 2013—Creative Kidstuff, the award-winning toy store that helps families play, purchased Sensational Beginnings, a catalog and online toy retailer based in Monroe, Mich. With this new investment, Sensational Beginnings will function as a sister company of Creative Kidstuff under the umbrella of a new holding company, GreaterGood Kids, LLC. The purchase unites two specialty toy retailers with similar principles and values. Each prides itself on helping families play, learn, and grow together by providing top-quality products and playtime solutions.

Creative Kidstuff’s primary purpose in purchasing Sensational Beginnings is to help it continue to thrive as an online leader in the specialty toy business. Creative Kidstuff aims to introduce some of its engaging online resources to Sensational Beginnings customers such as the social media community, newsletter, and tips to help families play. As Creative Kidstuff works to update the Sensational Beginnings website, customers will be able to purchase all items through CreativeKidstuff.com.

“With our partnership with Sensational Beginnings, we intend to take an established and well-respected brand and continue to provide resources to parents and families,” said Roberta Bonoff, CEO and President of Creative Kidstuff. “Sensational Beginnings already has a loyal fan base that we’re going to preserve and expand by revitalizing the company’s online offering.”

“For 26 years it has been my privilege to be of service to parents by assisting them in choosing quality products for their children,” says Debbie Shah, Founder of Sensational Beginnings. “I started this company, because I saw a need for a resource that helped parents grow and nurture children through play and learning. I am very pleased that Sensational Beginnings will continue on the same path with Creative Kidstuff. The company truly understands and embodies everything that I worked to create over the past two and a half decades.”

Creative Kidstuff launched its own online platform in 2005. Since then, the service has expanded to become roughly 13 percent of its annual retail sales. Later this month, Creative Kidstuff will be re-launching its website platform. With the re-launch, online customers will now have access to the all-new Gift Finder that guides shoppers to the just-right present, and a Buy-a-Toy, Give-a-Toy Program that supports families in need.  

About Creative Kidstuff

Creative Kidstuff is stocked full of classic developmental and educational toys that are creative, innovative, and imaginative. Creative Kidstuff believes in the power of play and expertly edits its toy selection to include products with a purpose. Creative Kidstuff has won dozens of "Best Toy Store" awards, and has been nominated by the Toy Industry Association as one of the top specialty toy stores in the United States; however, its biggest accolades come from the customers who have recognized that Creative Kidstuff shines because of its mission to help families play. For more information and store locations, log onto CreativeKidstuff.com.
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