Jazwares, Kellytoy Team for Russ Berrie Worldwide

Jazwares LLC, and its affiliate Zag Toys, LLC entered into a strategic partnership for their wholly-owned brand Russ Berrie, with Kellytoy. Revealed just as Toy Fair New York kicks-off, the new relationship will carry on the 50+ year legacy of the Russ Berrie plush brand, with new items set to hit shelves worldwide this fall.

“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.

Select assortments in the Fall 2019 line:

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 for every holiday

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.