About Us

Our history

Kids Preferred, Inc. (KPI) was founded in 1983 by Louis Premselaar. A visionary with a long family history in the toy business, Premselaar helped grow KPI into one of the largest plush toy manufacturers in the world. The Company is known for bringing superior quality, uniquely designed products to the marketplace under its own brand and through private label programs such as Scholastic Education, Build-A-Bear Workshop™, Starbucks® and Toys "R" Us® Animal Alley, just to name a few.

In 2002, Kids Preferred LLC-an award-winning division of KPI-was founded by Louis Premselaar, Larry Allberg, and Laura Perks to serve the specialty, juvenile, gift, and better department store trade. The Company's distinctive soft and plush toys and gifts are marketed under the Company's own Kids Preferred™ brand and through licensed brands including amazing baby™, asthma & allergy friendly™ - Healthy Baby™, The World of Beatrix Potter™, Between the Lions™, Biscuit™, Charlie and Lola™, Classic Pooh®, Disney's Winnie the Pooh®, Elmer, Goodnight Moon, Greenzys™, Guess How Much I Love You™, Harley-Davidson®, Label Loveys™, Madeline™, Martha Speaks™, pat the bunny®, Smarty Kids™, The Snowman™, Spot™ and The World of Eric Carle™.

Kids Preferred is headquartered in East Windsor, NJ and has offices in New York City, Hong Kong and Shanghai. The Company distributes its top quality products throughout the United States, Canada, the United Kingdom, Europe, Japan, Australia and New Zealand.

 

Our Mission/Philosophy

Our Mission
Kids Preferred is dedicated to creating superior quality, innovative soft toys and gifts for children of all ages using unique, playful designs that help instill a love of learning and create everlasting childhood memories.

Our Philosophy
For more than two decades, Kids Preferred has been steadfast in its commitment to bringing superior quality and uniquely designed products to the marketplace at value retails. Our fundamental beliefs and high standards enable customers and consumers to rely on Kids Preferred for soft toys and gifts of utmost quality that are reliable and safe for infants and children.

Inspired by innovation, Kids Preferred keeps moving ahead with niche products. For example, our award-winning asthma friendly® product line features one-of-a-kind, lovable toys specially certified for use by children with asthma or allergic sensitivities.

At Kids Preferred, we're proud to help the young minds of tomorrow learn through imaginative play. That's why we do what we do!

Copyright 2015 Kids Preferred™ LLC