Our Commitment

To caring parents, grandparents and gift givers worldwide, Sassy is the brand of products for children that you can trust for nurturing and developing your child because they have premium quality, innovative design and focused coloration, environmentally principled, with credible and helpful purpose and value added features.

Our History

 

The birth of Sassy, Inc. took place in 1982 with the purchase of the Sassy Seat Company of Fort Lauderdale, FL.  Sassy initially had headquarters in Northbrook, IL and a manufacturing facility in Grand Rapids, MI. 

During the 1980’s, Sassy expanded through acquisitions that enhanced the image and sales of the company as a viable force in the juvenile products industry.  The product line expanded to include an infant bouncer seat, feeding and nursing items. 

In 1996, Sassy launched a line of unique toys created in partnership with developmental experts.  Sassy’s unique approach focused on stimulating four specific developmental areas during baby’s first year of life.  This approach, along with insightful designs, bright colors, and superior quality stood out in the infant toy category and the toys became a fast favorite with parents and babies.

 

In 2002, Sassy was purchased by Russ Berrie and Company, Inc.  Helping people celebrate and commemorate life's milestones, Russ Berrie is a leading manufacturer in the juvenile products industry headquartered in Wayne, NJ.  

Today, Sassy continues to operate independently out of Kentwood, MI and Bannockburn, IL.  Sassy enjoys distribution in all major trade channels, including mass market retailers, food chains, drug stores, catalogs, and independent baby and toy stores in the United States.  In addition, Sassy products can be found in 29 countries worldwide.  Sassy’s extensive product categories have grown to include developmental and attachable toys, infant and toddler bath and feeding products, grooming and hygiene products, teething products and room organization products.