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 History

GUND was founded by German immigrant Adolf Gund in Norwalk Connecticut in 1898. Using the best fabrics available he built a reputation that distinguished the company from its competition. When he retired in 1925, he sold the business to Jacob Swedlin with the understanding that the name and principles of GUND would always remain.

Mr. Swedlin passed control of the company to his daughter Rita and her husband Herbert Raiffe in 1969. It was during their tenure that GUND developed the trademarked manufacturing techniques that make GUND plush truly “The World’s Most Huggable”.

Bruce Raiffe became the third generation to run the company in 1993. Over the next decade, GUND expanded into international markets, and acquired in-demand licensed properties.

In 2008, Enesco, a leader in the gift and home décor industry, acquired GUND. Operating as a division of the Enesco family of brands, GUND continues to build and expand upon a century of tradition.

Today, GUND is a worldwide operation headquartered in Edison, New Jersey.

The American Brand Council, comprised of some the nation’s most eminent media and communication executives, has named GUND as one of the most trusted and influential brands in the United States.

GUND’s pioneering innovations in safety and manufacturing have continually set the standard for the plush industry. Gund was one of the first to introduce licensed plush through a partnership with Walt Disney properties, and became the first plush manufacturer to launch a national advertising campaign. Gotta Getta GUND, first introduced in the early 1980’s, remains one of the most recognized slogans in consumer marketing.

GUND has been nominated for and has won numerous Golden Teddy and TOBY Industry awards for plush design. Perhaps the greatest testament to GUND quality is the fact that several characters such as Snuffles™ and Tinkle Crinkle™ have appeared in stores for nearly 30 years. The extensive product line includes items for infants and children of all ages, as well as for adults and collectors.

By delivering quality, originality, and unparalleled huggability, GUND creates the most loved plush worldwide. For more than a century, GUND products have embodied the very spirit of a hug, making GUND the premier destination for premium plush.