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Kids Preferred acquires Bunnies By The Bay brand

Toy manufacturer Kids Preferred has acquired high-end brand Bunnies By The Bay, whose portfolio includes toys, books and apparel. Financial terms of the deal were not disclosed.

The acquisition bolsters Kids Preferred's current line of soft toys, gifts and educational with the addition of the infant and children's apparel line, a new category for the company.

"We are thrilled to add such a well-known, classic brand to our growing roster of toys, books, music and more. Their innovative designs and high-quality products have set the standards for the gift and toy industries," said Louis Premselaar, CEO of Kids Preferred. "We have been inspired by their story, their products and their mission and know that our customers will absolutely fall in love with the bunnies from Cricket Island and their many friends."

Kids Preferred executives said they plan to focus on product integrity and expansion.

"We look forward to expanding the Bunnies By The Bay story through natural category extensions such as ready to wear, wood toys and allied products, thus creating a true lifestyle brand and offering even more bunnies, toys and apparel through Kids Preferred's widespread global reach," said Laura Perks, vice president of marketing for Kids Preferred.

Bunnies By The Bay was founded in the mid 1980s by sisters Krystal Kirkpatrick and Suzanne Knutson after a pair of boating accidents in which several members of their family died. Since the brand's creation, it has developed a following among celebrities.

"Our company was started in response to tragic events and sadly, all these years later, we find that the world is still not a safe place for wee ones. Krys, Suzanne and I feel our work is not done," said Jeanne-ming Hayes, CEO for Bunnies By The Bay. "We are thrilled to be teaming up with Kids Preferred, the perfect partner to help us continue our dream of making babies feel secure, delighting toddlers with our characters and stories, and giving Glad Dreams to all who visit our whimsical garden by the bay. Kid's Preferred will give us the opportunity to spread our message to a much bigger global audience and to help us create more diverse products. It is refreshing to find a company who recognize what Bunnies By The Bay is about and want to help us make our dreams come true."

The Bunnies By The Baby founders and senior staff will remain with the company.

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