Sensational Beginnings (SB) helps kids start having fun early. The catalog and online merchant sells educational toys, furniture, and safety and child care items for infants and toddlers. (SB also operates a single store in Michigan.) Toy categories include science and nature, ride-ons, musical instruments, indoor active play, travel kits, and seasonal items. SB also offers gift-giving and parenting advice, a gift registry, and an online photo gallery of children using company products. Customers can shop by brand, category, or age group or get advice on age-appropriate toys and games. President Debra Shah, a former nurse specializing in mother and child medical care, founded the company in the early 1990s.