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Licensees Focus

Jazwares announces partnership with Kellytoy for Russ Berrie™ worldwide

20 Feb - 2019

Tags from the story: Jazwares LLC, Kellytoy, Russ Berrie™, Zag Toys.

Kellytoy will market the Russ Berrie brand through its global distribution channels, which include almost every market segment.

Jazwares LLC, a global leader in toys and licensing, announced that its affiliate Zag Toys, LLC (“Zag Toys”) formed a strategic partnership for their wholly owned brand Russ Berrie™, with Kellytoy, an influential manufacturer and distributor of plush toys and pet products. This relationship will carry on the 50+ year legacy of the Russ Berrie™ brand, positioning it globally as the premier plush brand on retail shelves in Fall 2019.

Kellytoy will market the Russ Berrie™ brand through its global distribution channels, which include almost every market segment.

Working together with Kellytoy will maximize the Russ Berrie legacy,” says Judd Zebersky, Jazwares CEO and President. “By leveraging Russ Berrie and its reputation for quality and commitment to “Make Someone Happy” with Kellytoy’s global footprint we’ll secure placement in retailers all around the world, putting Russ Berrie at the forefront of today’s plush presence at retail.

The companies will work closely on branding and product strategy to focus on both innovation and fan favorites. The Fall 2019 Russ Berrie™ line will feature, but not be limited to:

  • Li’l Peepers: a beloved plush line for more than 20 years
  • Yomiko Classics: a realistic plush line that’s a breed apart from all others
  • Petooties Pets*: an innovative new mini plush line of adorable collectible baby animals
  • MeBears: unique and irresistibly cute bears with something for everyone
  • Russ Baby: the classic line that’s been synonymous with quality and safety for decades
  • Russ Trends: whimsical, colorful plush lines featuring fun characters
  • Russ Pet: an adorable plush line of pet toys for furry friends
  • Plus seasonal offerings: adorable plush lines for every holiday

This partnership with Jazwares couldn’t be a better fit,” says Kellytoy CEO Jonathan Kelly. “It’s a win-win for both companies, as our customers are one and the same. Russ Berrie products are a leading brand with a great history and will complement our own plush toy lines; while our global distribution strength will enable the Russ Berrie brand to penetrate new markets.

For more information on Jazwares, please visit www.Jazwares.com.


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