Aurora World, known in the industry for its collections of plush toys, is expanding with the launch of a new toy division: Aurora Toys.
The company is looking to expand its offerings beyond plush toys into several toy categories.
“We are excited to take this step forward in our growth and lateral expansion,” says Michael Kessler, Senior Vice President of Sales & Marketing at Aurora World USA. “The addition of our new toy division will allow us to offer a more complete range of products to our customers and help us continue to be a leader in the industry as the dynamics of the industry transform. We’ll be able to provide a ‘one-stop-shop’ experience to our retailers, offering our variety of plushie collections and our upcoming new toys.”
Aurora World’s latest plush collections include Eggspressions, plush eggs with animated faces; Boop, plush animals with big noses; and Spongecakes, flat plush that kids can use as pillows.
Aurora World also has licenses from several companies in the industry, including Tokidoki, Breyer, Molang, and Dr. Seuss along with brands like Clifford the Big Red Dog, Shaun the Sheep, Smokey Bear, and Spot.