Exclusive: Jazwares, Melissa & Doug Vet Launches TriAction Toys

Les Deglingos | Source: TriAction Toys

A new player has entered the U.S. specialty toy arena.

TriAction Toys LLC will introduce popular European toys to American audiences with distribution specifically focused on independent toy stores and specialty retailers. TriAction was founded by Chris Cofoni, a 14-year toy sales vet who became familiar with the specialty market while working for Melissa & Doug, Jazwares, and others.

At launch, TriAction is importing two lines that have been popular in Europe for decades.

Source: TriAction Toys

Teddykompaniet (Teddy Company in English) is a Swedish maker of super-soft baby plush that has been popular throughout Scandinavia and Europe for more than 25 years.

Les Deglingos or (“The Wackos” as translated into English) is a French line of unique plush characters that use corduroy fabric to create crazy creatures.

Both lines are meant to soothe kids and can be handed down as heirloom quality toys that can last for generations.

TriAction, which stands for “innovate, design and play,” will deliver its first shipments beginning in July. New products are in development and the company is working to secure a major license, which it plans to launch in the U.S. next year.

Interested retailers can view the full catalog and order form at triactiontoys.com.

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.