Kids II Inc. is celebrating its 50th anniversary in a big way.

In addition to a name change and rebrand as Kids2, the company is launching its own online retail arm and building a new, 72,000 square-foot manufacturing facility — currently under construction in China. The new factory and its accompanying 65,000 square foot office building will triple the overall Kids2 workforce with the addition of 1,000 employees who will fill management, operations, and factory roles at the new facility. Located near the Jiujiang Port in Central China, the project represents the company’s first fully-owned and operated manufacturing facility in its history.

Kids2 builds new factory in China

“Three years ago, we set out to transform Kids2 to best meet the needs of the modern early-stage parent in this rapidly-changing marketplace. We are now at a defining moment in our corporate reinvention having evolved from a product-centric seller to a solution-driven family of brands focused on making it easier for parents around the globe,” says Ryan Gunnigle, owner and CEO of Kids2.

The makers of Baby Einstein, Bright Starts, and Ingenuity have also adopted a new slogan: “Your Go2 For Up to Age 2.” While maintaining a full presence at retailers around the world, Kids2 will sell a curated assortment at kids2.com, in addition to offering new parents features and advice.

Kids2 and Hape recently announced a collaboration for co-branded baby toys, which follows executive hires and moves this spring and summer.