Kid Brands

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Kid Brands, Inc.
Founded Oakland, New Jersey (1963)
Founder Russell Berrie
Headquarters East Rutherford, New Jersey
Key people
Guy Paglinco, CFO
David Sabin, Division President
Richard Schaub Jr., Division President
Products Infant and Juvenile Consumer Products
Number of employees
Slogan Make someone happy
Gregory, a teddy bear made by Russ Berrie and Co

Kid Brands, Inc. (NYSEKID) and its subsidiaries design, develop and distribute infant and juvenile branded products. These products are distributed through mass market, baby super stores, specialty, food, drug, independent, and e-commerce retailers worldwide.

The company’s operating business is composed of four wholly owned subsidiaries: Kids Line, LLC; LaJobi, Inc.; Sassy, Inc.; and CoCaLo, Inc. These subsidiaries design and market branded infant and juvenile products in a number of complementary categories, including infant bedding and related nursery accessories and décor, food preparation and nursery appliances, and diaper bags (Kids Line and CoCaLo); nursery furniture and related products (LaJobi); and developmental toys and feeding, bath and baby care items with features that address the various stages of an infant’s early years (Sassy). In addition to the company’s branded products, the company also markets certain categories or products under various licenses, including Carter’s, Disney, Graco, and Serta.

Kid Brands was founded in 1963 and is based in East Rutherford, New Jersey. The company has operations in southern California, New Jersey, Michigan, and in some foreign countries.


The company, formerly known as Russ Berrie and Company, was named after its founder, Russell Berrie,[1] originated as a maker of stuffed animals, other toys and gifts.[2]

As it transitioned into a pure play infant and juvenile company, it acquired the following companies:

  • Sassy, Inc. (July 2002)
  • Kids Line LLC (December 2004)
  • CoCaLo, Inc. and LaJobi, Inc. (April 2008)

In December 2008, the company divested its gift business operations to The Russ Companies, Inc. (TRC),[3] previously The Encore Group. The Company retained the Russ and Applause brands, and licensed them to TRC. By April 2011, The Russ Companies filed for Chapter 7 Liquidation Bankruptcy and no longer exists as an entity.

To support the company’s focus on growing a leadership position in the infant and juvenile industry, on September 23, 2009, Russ Berrie received shareholder approval to change its corporate name to Kid Brands, Inc.[4] Along with the new name, the company’s common stock began trading under the symbol NYSEKID.[5]

Shining Stars

The Shining Stars program was introduced in partnership with the International Star Registry. Russ Berrie's Shining Star Friends product line was introduced to market the program.

A message on the Shining Stars website states that, "Russ Berrie Inc. the licensor of the Shining Stars brand filed for Chapter 7 Bankruptcy on 26th April 2011 and therefore we apologize that the Shining Stars website associated with the Russ Berrie Shining Star products is no longer maintained."[6]

While its first generation, plush, video games, DVDs, T-shirts and similar merchandise were sold. There was also a VIP group, that the people that signed up earned these merchandice.

The promise of a second generation of Shining Star toys in 2012 had failed to materialise by the beginning of 2013, with no further updates having been made as of January 2016.


The Russ Institute for Professional Sales at William Paterson University is named after Russ Berrie.[citation needed]

In 1993, Russ Berrie made a gift of $1 million to build a new performing arts center and learning facility at Ramapo College, in Mahwah, New Jersey called, "The Angelica and Russ Berrie Center for Performing Arts".

The Russ Berrie Foundation has supported an effort with the Jewish National Fund and the Israeli government to encourage settlement in the northern areas of Israel.[7]


External links