Fresh off landing a deal with Kevin O’Leary on this week’s episode of ABC’s Shark Tank, Monti Kids, the at-home Montessori program designed and safety-tested for babies and kids up to age 3, tapped Child’s Play Communications as its agency of record.

Created by Zahra Kassam, a mom, Harvard grad, and internationally certified Montessori educator, the subscription-based program is meant to support learning during the first three years of life—the time in which 85 percent of brain development occurs.

Parents, caregivers, or grandparents receive a Montessori toy curriculum delivered every 3 months, with short videos and articles on how to introduce and use the materials with babies. Subscriptions also include free access to online classes, one-on-one support, and a private community moderated by child development experts and Montessori educators.

Child’s Play Communications will be responsible for media outreach and identifying other opportunities for the brand.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.