Taco Bell’s across the US will begin giving away BabyGenius mini board books with Taco Bell kids meals today.

The promotion is the brainchild of Joanne Loria, COO and executive VP of The Joester Loria Group who handles promotions for Del Mar, California-based BabyGenius.

‘Taco Bell has an English and Hispanic market, and Baby Genius is bilingual,’ says Loria, explaining why the partners make a good fit.

The BabyGenius edutainment brand is built around a series of CDs and DVDs, featuring a cast of animated animal characters that introduce educational concepts to infants and toddlers through music. The activity books being distributed free at Taco Bell franchises will also offer a discount book for subsequent purchase of other BabyGenius titles, including Things That Go Counting and Favourite Sing-A-Longs.

The promotion is set to run until the end of December, possibly heading into 2008.