Licensing Toy Fair

Kellytoy to Distribute Russ Berrie Brand

Jazwares announced its affiliate Zag Toys has formed a strategic partnership for its wholly owned brand Russ Berrie, with Kellytoy.


This relationship will carry on the 50-plus year legacy of the Russ Berrie brand, set to hit retail this fall.


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: a 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

Kellytoy is known for its line of Squishmallows plush toys.