Aug. 31, 2016
Posted By: Amy Unger
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The rubber ducky finally has a name, along with a hi­tech, lovable personality.

“Edwin” is the future of connected play

In 2015, the Toy Industry Association (TIA) predicted an increase in learning toys offering “smart play” opportunities, continuing an integration of technology in toys, the Internet of Things, and STEM (science, technology, engineering and mathematics) education.

“A new level of sophistication in play is what our kids have come to expect. Personalized, multifunctional, and able to grow with the child.” – Tonda Bunge Sellers, Producer of Digital Kids Summit and Kids@Play Summit 

With the introduction of the award­-winning Edwin the Duck, pi lab, an entertainment technology company focused on the new idea of intelligent product and application creation. The result is a duck that will forever change the way we look at the classic rubber duck. It begins with infants and toddlers taking advantage of Edwin’s built­in sleep machine, night light, and bath temperature sensor. Edwin’s world gradually expands into an interactive experience as your child enters preschool and beyond.

“To me, Edwin mixes the nostalgia of the rubber duckie with the high tech world of Bluetooth, the cloud and the Internet. The cool thing is that Edwin can always get fresh age­ appropriate content and continue to engage kids as they grow.” – Robin Raskin, Founder of Living in Digital Times, Kids@Play and FamilyTech Summit

Last year Edwin was awarded the prestigious KAPi Award at CES, an award given to companies who have moved the dial in kid’s interactive media. “That was the moment that Edwin’s existence was validated,” said Don Inmon of pi lab. “Our CES experience both on the showfloor and as winners of the KAPi helped our business skyrocket.

In addition to gathering numerous innovation awards, Edwin was evaluated by the National Lekotek Center’s Able Play system, scoring highly across all categories including Cognitive, Communicative, and Social/Emotional skills, expanding his potential into unforeseen realms with children of all developmental stages.

“Edwin the Duck includes a multitude of ways for kids to interact during all ages and stages of child development. Edwin is a toy that will advance with kids as their skills progress and interests expand.”  – Ahren Hoffman, CTRS

Engineer and inventor Matt MacBeth, CEO and co­founder of pi lab, will be at the 2016 Digital Kids Summit in San Francisco, California to share the tale of how he and his partner Don Inmon fused technology with fun, and gave a genuine personality to an iconic toy loved by people all over the world.

“The perfect gift for our daughter’s first birthday. They are inseparable!!! He was by far the BEST TOY purchase we have ever made.” – AJ, Pittston, Pennsylvania

About Edwin: 

Edwin is a lovable sidekick for parents of newborns and toddlers, and a friend who grows with your child. The BPA­Free and adorably soft physical toy includes a collection of apps which are fun for kids and helpful to parents, with content in constant development:


Interactive Stories ­ Tap, turn, and toss Edwin to help him solve puzzles and play games while reading along during story time in his app.

Educational Games ­ Edwin’s technology combines learning and fun. Play games using Edwin to control the animated world, without touching the screen!


Bath Thermometer ­ Use Edwin’s bath time app to check your baby’s bath temperature to ensure it is never too warm for your baby.

Waterproof Speaker ­ Equipped with a BLUETOOTH® speaker, Edwin plays songs and sound effects from his app, and you can stream your favorite music through him!


Night Light ­ Let Edwin bring your little one comfort with his built­in night light! Use your phone or tablet to set a timer and adjust Edwin’s illumination.

Sound Soother ­ The easy to use Sleepy Time app comes with sleep sounds and lullabies, as well as volume and timer controls you can set using your phone or tablet.

In June of 2016, Target announced their plans to feature Edwin in the “connected nursery” section of their Consumer Electronics department and offer Edwin for purchase online and in store. In addition to this, Edwin is available for purchase online and in store at Best Buy and Apple as well as on

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