DISNEY'S 'BABY EINSTEIN' GETTING BOOST.

Byline: Brent Hopkins Staff Writer

BURBANK - Baby Einstein - the squiggly infant icon for a line of educational baby products that bears its name - is growing up, aided by a national campaign by the proud parent: The Walt Disney Co.

The media giant, enamored with Einstein's niche success pushing videos, CDs and DVDs, announced plans Friday to spend millions on publicity, splashing Baby Einstein across the pages of Family Circle, Rosie, Woman's Day and a slew of other women's and parenting magazines.

Though the idea of buying an intellectual DVD for kids whose life span measures in days - Baby Einstein targets the 0-to-36 months set - seems a little odd, children's toy expert Stevanne Auerbach says the products work.

``People used to think if you just go 'koochy-koo,' it's enough for a baby, but it's not,'' she said. ``This isn't going to make them recite Shakespeare at that age, but it's definitely a good start.''

The products, using art and the music of the Western canon, already have national presence in traditional retailers and specialty stores, but have spread mainly by word of mouth. By placing the six separate ads - simple affairs with the cartoon logos splayed across white backgrounds with short slogans - the firm hopes to break into a key advertising venue.

`'We're trying to broaden our awareness by going national,'' said Rashmi Turner, Baby Einstein's director of communications. ``The parent publications are the top source of info for new moms, so it's an important target for us.''

Started in Colorado six years ago by Julie Aigner-Clark, a new mom and former art teacher, the firm has grown steadily since its infancy. Disney adopted it last November, and has been able to use its tremendous purchasing and distribution power to further foster the firm's growth. Auerbach, who runs the San Francisco-based Web site DrToy.com, said that spreading product awareness was crucial to making Baby Einstein into a nationwide player.

``They're relatively new in the marketplace, and the toy business just keeps growing,'' she said. ``You can't grow a business without national exposure. You can't stay in business today just trying to sell to a local market. There's a lot more potential out there.''

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(color) The Walt Disney Co. will spend millions on publicity for Baby Einstein, a line of educational baby products. Ads are being purchased in leading women's and parenting magazines.