Another toy story: Russ Berrie eyes global playground with Kellytoy partnership

KUALA LUMPUR, Feb 15 (Bernama) -- Another toy story in the making to make someone happy.

Zag Toys, LLC, an affiliate of Jazwares LLC has formed a partnership with Kellytoy (manufacturer and distributor of plush toys and pet products) for its wholly owned-brand, Russ Berrie worldwide.

The partnership will continue the 50-plus year legacy of the Russ Berrie brand, positioning it globally as the premier plush brand on retail shelves in Fall 2019 with Kellytoy to market the brand through its worldwide distribution channels.

“By leveraging Russ Berrie and its reputation for quality and commitment to (live up to its slogan) ‘Make Someone Happy’ with Kellytoy’s global footprint, we’ll secure placement in retailers worldwide, putting Russ Berrie in the forefront of today’s plush presence at retail,” said Jazwares chief executive officer (CEO) and president, Judd Zebersky.

Meanwhile, Kellytoy CEO, Jonathan Kelly said the partnership benefitted both companies as Russ Berrie products would complement Kellytoy plush toy lines while its global distribution strength enabled the brand to penetrate new markets.

The companies will work closely on branding and product strategy to focus on both innovation and fan favourites.

The Fall 2019 Russ Berrie line will feature, but not be limited to Li’l Peepers, Yomiko Classics, Petooties Pets, MeBears, Russ Baby, Russ Trends, Russ Pet, as well as seasonal offerings (adorable plush lines for every holiday).

Jazwares is a subsidiary of Alleghany Capital Corporation, a global leader in consumer products including toys, plush, collectibles, musical instruments and consumer electronics. Details are available on https://www.jazwares.com.

-- BERNAMA