Kid Brands
Kid Brands was a United States company that designed, developed, marketed, and distributed branded infant and juvenile products.
Last updated August 26, 2026
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Overview
Kid Brands, Inc. was a United States infant and juvenile-products company headquartered in East Rutherford, New Jersey. The business originated in 1963 as Russ Berrie and Company, founded by Russell Berrie as a maker and marketer of stuffed animals, toys, gifts, and related branded merchandise. Over time, the company moved away from its original gift-oriented model and assembled a portfolio focused primarily on products for babies, young children, and nurseries. Its operating structure consisted of four wholly owned subsidiaries: Kids Line, LLC; LaJobi, Inc.; Sassy, Inc.; and CoCaLo, Inc. Together, these businesses covered complementary categories within the infant and juvenile market. Kids Line and CoCaLo were associated with infant bedding, nursery accessories, décor, and diaper bags. LaJobi concentrated on nursery furniture and related products. Sassy developed developmental toys, feeding products, bath items, and baby-care goods intended to address different stages of early childhood. Kid Brands sold through a broad range of channels, including mass merchants, baby superstores, specialty retailers, food and drug stores, independent retailers, and e-commerce businesses. In addition to its own branded merchandise, the company marketed selected products under licenses connected with recognizable names such as Carter's, Disney, Graco, and Serta. This licensing activity extended the company’s reach while complementing its internally managed infant and juvenile brands. The company expanded its specialized portfolio through a series of acquisitions. It acquired Sassy in the summer of 2001, Kids Line in December 2004, and both CoCaLo and LaJobi in April 2008. In December 2008, it divested its gift-business operations to The Russ Companies, Inc., formerly known as The Encore Group. Kid Brands retained the Russ and Applause brands and licensed them to the divested business, reflecting the company’s strategic effort to concentrate on infant and juvenile products. On September 23, 2009, shareholders approved changing the corporate name from Russ Berrie and Company to Kid Brands, Inc. The name change formalized the company’s repositioning and accompanied a change in the trading symbol to KID. The business maintained operations in New Jersey, southern California, Michigan, and some foreign countries. Its products continued to include mattresses, bedding, nursery furniture, toys, feeding products, and other goods for infants and young children. The company’s later corporate history was marked by the failure of its former gift-business counterpart, The Russ Companies. That entity filed for Chapter 7 liquidation bankruptcy in April 2011 and ceased operating as an entity. The status of certain licensed brands, including Applause and Shining Stars, subsequently became uncertain. Available reference material does not establish a complete later operating history for Kid Brands itself, and the company is treated here as defunct rather than active.
History
Kid Brands began in 1963 as Russ Berrie and Company, a business founded by Russell Berrie around stuffed animals, toys, gifts, and related consumer merchandise. The company’s original identity was therefore associated with gift products rather than nursery goods. Over the following decades, it developed or acquired brands serving children and families, eventually moving toward a more concentrated infant and juvenile-products strategy. A major stage in that transition was the acquisition of Sassy, Inc. in the summer of 2001. Sassy added developmental toys and products for feeding, bathing, and baby care. The company subsequently acquired Kids Line, LLC in December 2004. Kids Line expanded the portfolio into infant bedding, nursery accessories and décor, diaper bags, and related products. In April 2008, Russ Berrie acquired CoCaLo, Inc. and LaJobi, Inc. CoCaLo complemented Kids Line in bedding and nursery accessories, while LaJobi added nursery furniture and related goods. The company also used licensing to broaden its product range. Reference material identifies licensed activity involving Carter’s, Disney, Graco, and Serta. These arrangements allowed the company to market infant and juvenile products connected with established names alongside its own subsidiary brands. Distribution extended across mass-market retailers, baby superstores, specialty stores, food and drug retailers, independent outlets, and e-commerce channels. Operations were located in New Jersey, southern California, Michigan, and certain foreign countries. In December 2008, the company divested its gift-business operations to The Russ Companies, Inc., formerly called The Encore Group. The transaction separated much of the legacy gift operation from the infant and juvenile business. Russ Berrie and Company retained the Russ and Applause brands and licensed them to The Russ Companies, while the operating emphasis shifted toward nursery, baby-care, and juvenile categories. On September 23, 2009, shareholders approved the corporate name change to Kid Brands, Inc. The company’s common stock began trading under the symbol KID. The new name expressed the organization’s repositioning as a specialist in branded products for infants and young children rather than as a broad gift company. By 2011, Kid Brands continued to be associated with products such as mattresses and other bedding, although the available historical account does not provide a full later chronology of its operations. The Russ Companies filed for Chapter 7 liquidation bankruptcy in April 2011 and no longer existed as an entity. Its inventory and brands, including references to Barbie Pets and Raggedy Ann & Andy, were acquired by various investors. The collapse also raised uncertainty over the future of licensed or formerly connected properties such as Applause and Shining Stars. The Shining Stars program, developed with the International Star Registry, did not produce the expected second generation of toys by early 2013, and its website was no longer maintained. Because the available source does not document a complete subsequent corporate record, Kid Brands is recorded as defunct.
- 2011
Former gift-business affiliate enters liquidation
[1]The Russ Companies filed for Chapter 7 liquidation in April and ceased to exist as an entity, affecting the disposition and licensing context of several legacy gift brands.
- 2009
Corporate name changed to Kid Brands
[1]On September 23, shareholders approved the change from Russ Berrie and Company to Kid Brands, Inc.; the common stock used the symbol KID.
- 2008
CoCaLo and LaJobi acquisitions
[1]The company acquired CoCaLo, Inc. and LaJobi, Inc. in April. The transactions added nursery bedding and accessories through CoCaLo and nursery furniture through LaJobi.
- 2008
Gift-business divestiture
[1]Russ Berrie transferred its gift-business operations to The Russ Companies, while retaining and licensing the Russ and Applause brands.
- 2004
Kids Line acquisition
[1]Kids Line, LLC was acquired in December, strengthening the company’s infant bedding, nursery accessories, décor, and diaper-bag portfolio.
- 2001
Sassy acquisition
[1]The company acquired Sassy, Inc., adding developmental toys and feeding, bath, and baby-care products.
- 1963
Russ Berrie and Company is founded
[1]Russell Berrie founded the company, initially developing a business centered on stuffed animals, toys, gifts, and related merchandise.
Products and positioning
A portfolio-oriented infant and juvenile-products company that combined owned brands, acquired specialist businesses, and licensed character and lifestyle properties for distribution through mass, specialty, baby-focused, and online retailers.
Infant bedding and nursery accessories
Kids Line
Kids Line was one of Kid Brands’ wholly owned operating subsidiaries. Its product scope included infant bedding, nursery accessories and décor, and diaper bags. The business formed part of the company’s effort to provide coordinated nursery merchandise through mass-market, baby-specialty, independent, and online retail channels.
Nursery bedding and décor
CoCaLo
CoCaLo, acquired in 2008, operated in nursery bedding and related accessories and décor. Its portfolio complemented Kids Line and contributed to Kid Brands’ concentration on coordinated products for infant rooms and early-childhood environments.
Nursery furniture
LaJobi
LaJobi, acquired in 2008, specialized in nursery furniture and associated products. Its addition broadened Kid Brands beyond soft goods and accessories into larger durable items used in infant and juvenile rooms.
Developmental toys and baby care · 2001
Sassy
Sassy, acquired in 2001, contributed developmental toys and products for feeding, bathing, and baby care. The range was positioned around the changing needs and developmental stages of infants during their early years.
Gifts and toys
Russ and Applause
The Russ and Applause brands were part of the company’s legacy gift portfolio. After the 2008 divestiture of the gift-business operations, Kid Brands retained these brands and licensed them to The Russ Companies rather than continuing to operate the entire gift business directly.
Marketing campaigns
- Shining Stars
United States
The Shining Stars program was developed in partnership with the International Star Registry. Russ Berrie’s Shining Star Friends product line connected the program with plush or toy merchandise and the idea of naming or registering stars.
Outcome. A planned second generation of Shining Stars toys expected for 2012 had not appeared by early 2013. The associated website was later no longer maintained after the stated bankruptcy of the licensor.
Brand decisions
2009
Rename the company Kid BrandsStrategyBackground
The former Russ Berrie name was closely associated with the gift business, while the operating portfolio had shifted toward infant and juvenile products.
Action taken
Shareholders approved changing the corporate name to Kid Brands, Inc. on September 23, 2009, and the common stock began trading under the symbol KID.
Aftermath
The new identity publicly formalized the company’s category focus, although the later available record does not document a complete subsequent operating history.
2008
Acquire CoCaLo and LaJobiM&ABackground
The company sought to strengthen complementary nursery categories and its position in infant and juvenile merchandise.
Action taken
It acquired CoCaLo, Inc. and LaJobi, Inc. in April 2008.
Aftermath
CoCaLo added nursery bedding and accessories, while LaJobi added nursery furniture and related products.
2008
Divest the gift-business operationsStrategyBackground
The company was repositioning itself as a focused infant and juvenile-products business rather than continuing as a broad gift company.
Action taken
In December 2008, it transferred its gift-business operations to The Russ Companies, Inc., while retaining the Russ and Applause brands under licensing arrangements.
Aftermath
The transaction separated the legacy gift operation from the company’s principal infant and juvenile activities.
2004
Acquire Kids Line, LLCM&ABackground
The company continued building a portfolio focused on infant and juvenile products.
Action taken
Russ Berrie and Company acquired Kids Line, LLC in December 2004.
Aftermath
Kids Line expanded the company’s presence in infant bedding, nursery accessories and décor, and diaper bags.
2001
Acquire Sassy, Inc.M&ABackground
The company was moving toward a stronger position in infant and juvenile merchandise and sought businesses that could add complementary product categories.
Action taken
Russ Berrie and Company acquired Sassy, Inc. in the summer of 2001.
Aftermath
The acquisition added developmental toys and feeding, bath, and baby-care products to the company’s portfolio.
Recent events
- 2011
The Russ Companies files for Chapter 7 liquidation[1]
Bankruptcy
The Russ Companies, the entity that received Russ Berrie’s divested gift-business operations, filed for Chapter 7 liquidation and ceased to exist as an operating entity. The event affected the context surrounding licensed Russ, Applause, and related gift brands but was not identified as a bankruptcy filing by Kid Brands itself.
- 2011
Shining Stars website discontinued after licensor bankruptcy[1]
Bankruptcy · Other
The Shining Stars program’s website stated that Russ Berrie, described as the licensor of the Shining Stars brand, had filed for Chapter 7 bankruptcy on April 26, 2011, after which the website was no longer maintained.
- 2009
Russ Berrie and Company shareholders approve corporate name change to Kid Brands[1]
Leadership change · Other
Shareholders approved the change from Russ Berrie and Company to Kid Brands, Inc. as the company emphasized its focus on infant and juvenile products. Its common stock began trading under the symbol KID.
Sources1 sources
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