Kids2’s Ingenuity baby brand is expanding from baby gear into baby toys.

The brand — known for its modern baby gear such as high chairs, bassinets, and playpens — just launched its Cozy Spot Reversible Duvet Activity Gym and a full range of plush baby toys.

“Entry into the play category represents the first step in a total brand relaunch rolling out within the next year,” says Meryl Macune, senior vice president global marketing for Kids2. “Ingenuity believes in encouraging all families throughout their journey with products that nurture babies to grow in a safe, comfortable environment. Our goal is for every family to feel supported and confident in their parenting decisions.”

The Ingenuity toy collection includes a full range of squeak toys, handheld rattles, ring rattles, lovey blankets, bean bag loveys, activity toys, and plush toys featuring characters including a llama, elephant, fox, bunny, sloth, hedgehog, owl, bear, sheep, and unicorn.

“Just as Ingenuity encourages families to thrive, each character’s name is inspired by how different animals uniquely thrive in their environment,” Macune says “For example, Nate the bear plays off how bears hibernate. Whether you’re a hedgehog, unicorn, or working mother of three — you’re doing perfectly. And what can be more encouraging than that?”

With modern color pallets and affordable price points, Kids2 believes that the new offerings from Ingenuity will drive registry sales as consumers seek gifts for new babies.