“We need an agency that can look at our business strategically and execute upon that knowledge in an integrated fashion across multiple marketing disciplines,” said Jerry McDermott, chief marketing officer, Step2® Holdings. “Howard, Merrell & Partners possesses a long and outstanding track record of seamlessly integrating marketing activities into unified campaigns that strengthen brands. We are looking forward to this partnership.”

Over the last six decades, Howard, Merrell & Partners has developed and implemented dozens of successful campaigns and programs for magnet brands including enMotion®, Butterball, CORDURA® brand fabric, MacGregor golf, SAS, BB&T, Dixie®, Cisco, Baush & Lomb, and Scott Paper. The agency acts as a true partner, and its clients have benefited greatly from the passion and collaboration behind every campaign.

Howard, Merrell & Partners will help Step2® and Infantino® solidify their recognition among consumers as the company that listens to moms and develops innovative products of the highest quality that encourage creative play. The agency will work closely with marketing team of Step2® and Infantino® to develop and implement marketing programs that raise visibility for the company’s award-winning products and underscore its commitment to safety, unsurpassed service and support, and long-standing history.

“Research shows that moms respond to brands that listen and provide value beyond the product,” said Jim Cobb, president and chief executive officer of Howard, Merrell & Partners. “Our team of moms, hands-on dads and folks who love children, is looking forward to helping Step2® and Infantino® strengthen their market leading position through insights into early childhood development and the role of creative play.”

According to Cobb, the agency’s experience has proven that having all disciplines working together, day-to-day, is the most effective way to achieve marketing synergies and integration for the brands it serves.

“Our people are experienced, committed, innovative and creative. They deliver award-winning work and have helped our clients consistently achieve superior marketing performance and ultimately better financial results,” he continues.  “We know The Step2® Company will also benefit from our integrated approach and partnership.”

About Howard, Merrell & Partners
Founded 65 years ago in Raleigh, N.C., Howard, Merrell & Partners Inc., is a pioneer in understanding and applying the power of human emotion to develop engaging business and communications strategies.  Agency services include branding, creative development and production, consumer insight research, event planning and management, interactive, Hispanic marketing, media asset management, public relations, and social media.

“We listened to feedback from moms and made some improvements. We’re excited about the innovation that resulted in both the All Around Wagon™ and version with Canopy,” said Jerry McDermott, chief marketing officer, Step2® Holdings. “Our goal was to give moms everything they needed in a box. Storage was key since moms were looking for a way to store and access belongings while their child remains seated in the wagon – a need which gave way to the rear storage trunk.”

The multi-function All Around Wagon™ (MSRP $79.99) includes six cup and snack holders (two on the exterior for mom) and maintains the brand’s popular easy access door feature. The Whisper Wheels help ensure a smooth and quiet ride for the child and the easy pull handle design ensures comfort for the rider and puller.

Offering the same features as the All Around Wagon™, the All Around Canopy Wagon™, (MSRP $99.99) sold exclusively through Costco in 2012, is a great solution for families that enjoy leisurely outings and value the added protection from the sun. The fabric canopy is durable and offers both shade and UV protection.

“Our research showed that while red was still a favorite, there is an interest in pink,” continued McDermott. Girls will be tickled pink, literally, to get a ride in the Wagon for Two™ (MSRP $69.99), available exclusively through Toys “R” Us in 2012. The wagon’s easy-latch door opens to two contoured seats and deep leg well with molded-in drain holes. The long handle facilitates pulling and folds under the wagon for easy transport and storage.

All three products require minimal adult assembly and include two seat belts. Like other Step2® products, the wagons feature sturdy polyethylene construction that will last through multiple children and is easy to clean. Plus, molded-in color won’t chip or peel.

The new wagons, which are being unveiled in the U.S. at the New York Toy Fair, Feb. 12-15, will be available at retail beginning in the Summer of 2012. Show attendees can get a sneak peek of the latest wagon models at the Step2® booth (booth #1373).

“We are constantly speaking to our customers, mothers, who can evaluate our products and help us improve them,” said Jerry McDermott, chief marketing officer, Step2® Holdings. “The most remarkable upgraded feature of our new Easy Steer Sportster™ is now it is easier to maneuver and turn. We think moms will be equally appreciative about the fold-under handle that comes on both models allowing these ride-ons to easily fit into the trunk of a car.”

The 360-steer maneuverability in the Easy Steer Sportster™ is accomplished with full turn front wheels and a center caster wheel that engages for easy swivel turning. The caster wheel can also retract for riding on rough terrain. The hood opens to reveal a storage space perfect for snacks or supplies. Additionally, the Easy Steer Sportster™ features a cup holder and in-dash phone holder as well as a cup holder for adults right in the handle, that pivots and stays level with the ground. The little chauffeur will enjoy the steering wheel complete with “beep beep” horn sounds.

The stylish Whisper Ride™ II also features a folding handle that facilitates car transport, as well as two cup holders – one for the child and one for the parent. Both models feature a seat belt and Whisper Wheels™ for a smooth quiet ride.

Easy Steer Sportster™ (MSRP $ 69.99) and Whisper Ride™ II (MSRP$ 59.99) are being unveiled in the U.S. at the New York Toy Fair, Feb. 12-15. Both will be available at retail during the Summer of 2012. Show attendees will be able to see these and other ride ons at the Step2® booth (booth #1373).

“Through focus groups, reviews, and MomShare™, our online community of thousands of Step2® brand enthusiasts, we’ve learned so much about sand and water play,” said Jerry McDermott, chief marketing officer, Step2® Holdings. “The newest tables offer updated features for open water play, stationery accessories and clear partitions for sand and water to prevent mixing.”

Tropical Island Resort™ – This exciting water play table transports kids to an imaginary island for refreshing fun in the sun. A pump and geyser, spin around water wheel carousel and slide and diving board for play characters provide toddlers an interactive setting for cool summer fun that multiple children can enjoy simultaneously. The Tropical Island Resort™ comes with a 14-piece accessory set.

“The core of this table always stays attached so the play value remains even if accessories are lost,” continued McDermott. “We also know that moms appreciate open water play and so we kept one end of this table open for children to splash around and use their imagination.”

Big Splash Water Park™ – The Big Splash Water Park™ provides children with the “action / reaction” play that keeps them engaged. Children will enjoy filling the oversized bucket on top of the tower with water and activating the spinning water wheel and water slide. The Big Splash Water Park™ includes a six-piece accessory set with catapult, waterslide and more.

Splash and Scoop Bay™ – This table was created to hold sand, water or both. The Splash and Scoop Bay™ provides a mom-pleasing cover that protects sand from pets and debris and doubles as an added play surface. “We know that mom doesn’t like mixing sand and water,” added McDermott. “So we created the only play table that has a cover with play value.” When playing with the water-side of the table, the tower can be placed atop the mountain cover creating a big waterfall, all while keeping the water out of the sand.

The new sand and water tables are durable and are made to withstand normal outdoor weather conditions. They are constructed of sturdy resin, which will last through multiple children and are easy to clean. The new Tropical Island Resort™ (MSRP $79.99), Big Splash Water Park™ (MSRP $39.99) and Splash and Scoop Bay™ (MSRP $49.99), which are being unveiled in the U.S. at the New York Toy Fair, Feb. 12-15, are shipping and available for purchase. Show attendees will be able to see the sand and water tables at the Step2® booth (booth #1373).

“At Step2®, we believe that kitchens are among the most meaningful products we offer that encourage social interaction between children and parents,” said Jerry McDermott, chief marketing officer, Step2® Holdings. “Kitchens give children the opportunity to explore food combinations and ‘cook’ meals for their parents; which in turn supports the idea of dining at home and preparing balanced meals essential for proper growth and development.”

The Grand Walk-In Kitchen & Grill™ (MSRP $259.99) offers all the bells-and-whistles and has room for multiple children to play inside and out. The exterior provides an attached dining area and realistic electronic grill. Two additional electronic features include the stove top and phone. A 104-piece accessory set is included, and the kitchen was designed with plenty of storage to keep the kitchenware and play food organized – whether it be in the “stainless steel” refrigerator, oven, basket cubbies or below the grill.
The electronic features require 4 “AA” and 2 “AAA” batteries (not included).

The Grand Walk-In Kitchen & Grill™ will be unveiled in the U.S. at the New York Toy Fair, Feb. 12-15. It will be available exclusively at Toys “R” Us. Show attendees will be able to see this and other kitchens at the Step2® booth (booth #1373)

“The Corvette bed, as well as each complementing piece, is designed with authenticity in mind,” said Jerry McDermott, chief marketing officer, Step2® Holdings. “Step2® is the first toy maker to create such a realistic looking toddler car bed, and who better to partner with than Corvette, an iconic American brand.

We anticipate parents and children being very excited about this fun product line.” Modeled after the renowned Corvette Z06 this red Step2® racing bed, MSRP $299, features silver rims and realistic details. The upgraded Corvette Bed with Lights™ model, MSRP $329, also comes equipped with working headlights that turn on with a tap. When a toddler mattress is in place, children will enjoy the built-in racetrack in either model.

The entire line design and colors match the Corvette bed and all items are durable and will last through multiple children. The full line is constructed of sturdy polyethylene and is easy to clean. Some of the products require adult assembly.

The additional items completing the bedroom theme are as follows:

Corvette Tool Chest Dresser — The dresser makes organizing fun. Doors open to reveal a large interior with a tool chest style that is complemented with racing decals for customization. MSRP: $109.99.
Corvette Storage Chest — Parents looking for a versatile storage chest may find what they need in the Corvette-themed storage chest, which is complete with shelf top display and spacious internal storage that can house toys, clothes or books. MSRP: $ 64.99.
Corvette Lift & Toll Toy Box — More than three feet of storage accommodates toys, books, games or clothes in this box. It is made to help speed up the clean-up process. An easy to grasp lift handle offers the flexibility to transport anywhere and durable molded wheels won’t scratch floors. MSRP: $39.99.

The new line, which is being unveiled in the U.S. at the New York Toy Fair, Feb. 12-15, will be available at retail during the Summer of 2012. Show attendees will be able to see the Corvette bed at the Step2® booth (booth #1373).

“Think little rascals,” said Jerry McDermott, chief marketing officer, Step2® Holdings. “The My Clubhouse™ was made to help enrich childhood creative imagination and make the kind of lasting memories that we all hold dear.”

Kids are sure to get excited about the personalization features like the nameplate above the doorway and chalkboard that can notify intruders to “beware.” The built-in picnic table makes serving lunch or snacks a snap because mom doesn’t have to tear the kids away from their play.

In addition to a front door, My Clubhouse™ also has an opening side wall that when ajar lengthens the house and also serves as a hide-and-seek wall. My Clubhouse™ is durable. Double-wall polyethylene construction, molded in colors that won’t chip or peel offers UV-protection, and is made to withstand normal outdoor weather conditions. The sturdy polyethylene construction will last through multiple children and is easy to clean. Additionally, the fabric roof is durable, weather resistant and offers both shade and UV protection.

The new My Clubhouse™ playhouse (MSRP $199), which is being unveiled in the U.S. at the New York Toy Fair, Feb. 12-15, will be available exclusively at Toys “R” Us during the Spring of 2012. Show attendees will be able to see the playhouse at the Step2® booth (booth #1373)

“This night light is a first because of its size which makes it a stand alone feature in a child’s room,” said Jerry McDermott, chief marketing officer, Step2® Holdings. “The Night Friends™ Turtle Night Light is durable and was designed to withstand the weight of a child who may sit on it during play.”

Using LED’s, the Night Friends™ Turtle Night Light produces light that lasts through the night. Toddlers and parents will enjoy the turtle’s protective outer shell that presents a soft glow. The night light features a timer, two brightness settings and is equipped with AC adapter and batteries so it can be used for lighting up and make believing anywhere!

The Night Friends™ Turtle Night Light (MSRP $29.99), which is being unveiled in the U.S. at the New York Toy Fair, Feb. 12-15, will be available at retail during late Summer of 2012. Show attendees will be able to see the new night light at the Step2® booth (booth #1373).

Recent statistics from the Centers for Disease Control and Prevention show if parents want to boost their kids’ brain power; they’re better off unplugging everything and getting their kids outside. The latest toys from Step2′s well-loved line of durable, safe products feature classic favorites such as sand and water tables and clever two-in-one sports themes as well as new inflatables. Also new – the Grill & Play Patio Cafe™ will have kids grilling and serving on the deck just like mom and dad. As always, Step2′s in-house design team developed the new line based on feedback from their loyal customers.

“We are thrilled to mark 20 years of designing and building toys that parents trust and kids love,” said Step2 president and CEO Jack Vresics. “For this year’s warm weather months, we decided to introduce a variety of fun for our customers – with everything from sports-themed toys to get kids active to a new look for our famed sand and water table, which is a long-time favorite with kids and parents.”

Step2′s spring 2011 products are available at Step2.com and retailers nationwide. Some favorites include:

Family Favorites:

Sand & Water Fun Farm™

A new twist on a family favorite – what kid doesn’t like to play with water and sand outside? Now updated with a fun farm theme, including tractor, pull carts, shovel and barn accessories, this outdoor play table will provide hours of fun. Raised table keeps feet clean and dry, and multiple play areas allows for more than one child to play at same time. MSRP: $59.99 Ages 2+

Grill & Play Patio Cafe™

This unique outdoor kitchen combines a dining area and grill for a sizzlin’ good time! The dual-sided design encourages group play. The kitchen features a pretend charcoal grill, sink with swivel faucet and two stove top burners with clicking knobs. Its “stainless steel” oven and refrigerator enhance role play and provide valuable storage of playtime accessories. The raised dining area features a realistic “tile” counter top and two attached stools. Includes 40″ adjustable umbrella which provides protection from sun and harmful ultraviolet rays. Durable poly construction, wipes clean easily. MSRP: $119.99 Ages 2+

Play & Shade Pool™

Just the right size for toddlers that want fun in the sun and parents that want them protected from the sun. The Play & Shade Pool features two molded-in seats and includes three funnel cups and a fun spinning water wheel that attach easily to the umbrella post. Durable poly construction easily wipes clean and lasts for years. MSRP: $59.99 Ages 2+

Looking For an Adventure?

Inflatable Adventure Fort

With a log cabin theme, this inflatable fort is fun for active minds and bodies alike. It’s great for indoors or outdoors and deflates for easy storage/travel. Also, comes in pretty princess castle theme. MSRP: $34.99 Ages 3+

Wild Rides Zebra™

Your child will go wild with this adorable foot-to-floor ride on! The cute zebra character gives this toy a warm appeal and features a contoured seat with easy grip handle bars. The lightweight design is easy for storage and portability and the durable poly construction lasts for years. Also available in Wild Rides Giraffe. MSRP: $24.99 Ages: 1 1/2+

Play Up™ Picnic Cottage

Unique playhouse featuring fun styling with colors to compliment your backyard. Includes picnic table with seating, full play kitchen and realistic-looking decor. With a half door, electronic doorbell sounds, fireplace, working porch light and pass-through mailbox, it will bring hours of imaginative play for kids. MSRP: $199.99 Ages 1 1/2+

Let’s Play Ball…

Grand Slam Baseball™

For your little “slugger” the Grand Slam Baseball is an electronic auto-pitch machine that encourages hand eye coordination and will provide hours of outdoor active fun. Machine shoots the baseball out at two angles (both low for ground ball practice and high for “soft toss” practice). Includes one bat and three balls. MSRP: $44.99 Ages: 3+

Kickback Soccer Goal & Pitch- Back™

Enjoy a fun game of soccer and practice your pitching and catching all in one with the Kickback Soccer Goal & Pitch-Back. This is a fun multi-use sports center with a 2-in-1 soccer goal and pitch-back. Kids can practice scoring goals or play a game of soccer with teammates. Kit includes one soccer ball, two hockey sticks, one hockey puck and one pitch back ball. MSRP: $34.99 Ages: 3+

Pin Pals Bowling Set™

Kids can get active inside or out on the driveway as they set pins up for traditional bowling & stack them up for knock-down fun. Pin Pals Bowling set includes 10 bowling pins and one bowling ball. The pins feature small dimples which allow buddies to stack easily – both for play and storage. MSRP: $24.99 Ages: 3+

Catch & Play Ball Pit™

An inflatable ball pit with motorized rotating ball deflector – FUN! It features a large ball pit area and sturdy side seats for multiple play. Includes 20-piece ball set. MSRP: $34.99 Ages 3+

For more information on the latest toys, please visit http://clmclient.com/Step2IPK.

About The Step2 Company:

The Step2® Company is a family company with brands including Step2® and Infantino® that foster learning and development through creative play in children from birth to school-age years. Based in Streetsboro, Ohio, Step2 is the largest American manufacturer of preschool and toddler toys, and the world’s largest rotational molder of children’s and home products, including children’s play kitchens, playhouses, outdoor toys and ride on toys, as well as home products such as mailboxes, gardening aids and trash cans. Learn more at www.Step2.com.

CONTACT:
Alexis Freeman, Current PR
afreeman@talktocurrent.com; 312-929-0504