The “multiyear reinvention” of Kids2 continues as Frank Tyneski joins the team, who will assume the newly created position of vice president, experience design.

Tyneski, who led global consumer design and experience at Dell Inc., was given the Design of the Decade Award for the Motorola TalkAbout line of two-way radios. He will lead innovation platforms and product development at Kids2 for both its home and play divisions. The move comes as part of the company’s path to becoming “a design-driven company.”

Kids2 Frank Tyneski

In addition to his work at Dell, Tyneski led experience design at BlackBerry, where he was responsible for creating the first consumer mobile phone products. He started his career in the Cadillac Studio at General Motors followed by a stint at Fisher-Price prior to his work in the tech sector.

Kids2 — the maker of Baby Einstein, Bright Starts, and Ingenuity Baby — recently rebranded itself and broke ground on a new manufacturing facility in China.