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.
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.