About > Who We Are
KidSmart helps companies develop, brand, market and publicize products and apps for kids and their families. Our team of product experts have developed many successful kids brands and have worked on the latest technology and app products in the toy and game industry.
While team members have worked on many of the industry’s all-time great brands, we’ve also played instrumental roles in helping small, agile companies and start-ups brand, develop and market their products, services and apps.. We work with our clients to create a strategic plan, develop, brand and license products, create and execute marketing plans, launch products with innovative blogger promotions, traditional and social media outreach and offer social media strategies all with a simple, single focus – to optimize the potential of their youth products.
Deb de Sherbinin, Founder and President
Deb de Sherbinin is a results-oriented marketer with twenty-five years of experience building world-class consumer brands. During the course of her career, she has developed, branded and marketed hundreds of products. Her expertise includes strategic planning, brand management, product innovation and development, market research, promotion, public relations, social media, licensing and advertising. She founded the consulting firm KidSmart in 1993. KidSmart provides a full range of youth market brand development and marketing services, and works with both start-up and established consumer goods companies.
She is a strategic advisor for Physical Apps, helping develop, brand and launch TheO, an innovative foam ball that safely holds an iPhone or iPod Touch smart device. Her media and promotion campaign for Playrific, a Pandora-style app that allows kids to safely access content on the web specific to their interests, drove sign-ups for the new app. She works with a variety of e-commerce start-ups helping them develop and market their brands to reach kids and their parents. Additionally, Deb is the product and marketing advisor for start-up Tabber, an app that helps people easily learn to play the guitar. Some of KidSmart’s past clients include Fisher Price, Hasbro Games, Mattel, Ravensburger Games, Kid Galaxy, Action Products, Converse, Stride Rite, Hasbro Interactive, Addison Wesley Publishing, and Marc Brown Studios (Publisher of Arthur).
Prior to founding KidSmart, Deb was Director of Marketing at game-and-toy maker Parker Brothers, a division of Hasbro. Deb managed more than $100 million in sales volume for well-known brands such as Monopoly, Clue, Sorry, Risk, Boggle and Trivial Pursuit. She was the executive responsible for Parker Brothers’ re-entry into the children’s game market, growing a $6 million business to $40 million.
Deborah received her BA from Boston University and her MBA from Boston College Graduate School of Management. She is the New England Chairperson for Women in Toys, marketing team member for North Shore United Way’s Women in Action and a member of the American Marketing Association.