Jazwares appointed The Brand Liaison to manage the Russ Berrie and Applause licensing program.
The appointment is part of Jazwares overall strategy to expand the brands, which Jazwares’ affiliate Zag Toys acquired last year, beyond their core categories of plush and figures.
“Russ Berrie and Applause are leading brands in their respective markets,” says Judd Zebersky, CEO and president of Jazwares and Zag Toys, in a statement. “We are seeing great market acceptance of our plush products and now look forward to leveraging the great history of these brands through licensing, and we are very excited to have the Brand Liaison lead that effort.”
“We are so excited to be working with Jazwares in developing these well-known properties.” says Brand Liaison President Steven Heller. “The Russ brand has become synonymous with soft and luxurious plush and adorable lovable characters. A perfect combination for licensing.”
The Russ brand licensing portfolio includes the Russ and Applause brands as well as the red Make Someone Happy hangtag. It also includes the sub-brands and characters Petooties, Lil Peepers, Me Bears, and more.
Licensing intitiatives will focus on complementary categories such as stationery, bags, back to school items, as well as anything soft and comfy, such as throws, blankets and pajamas.
In its first year under Jazwares umbrella, the Russ brand has been embraced by major retailers including Target, Cracker Barrel, Barnes & Noble, CVS, Game Stop, TRU Asia, Amazon, and more.
The Brand Liaison will feature the Russ Berrie brand at Licensing Expo Booth F-154. Interested licensees can also reach Heller at Steven@TheBrandLiaison.com.