Sassy Kids & Baby Toys at Discount Prices

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Sassy, Inc. is one of the four subsidiary brands under the umbrella of Kid Brands, Inc. The other brands in the parent’s company portfolio are LaJobi, Inc, CoCaLo, Inc and Kids Line, LLC.

The original company, Kid Brands, was founded in 1963 in New Jersey by Russell Berrie and it initially manufactured stuffed animals and toys. Over time, Kid Brands focused on infant and juvenile toys and over the years it acquired the three companies that would make its family of brands.

Sassy Inc. was founded in 1996 and purchased by Kid Brands in 2002. The company’s focus has been infant developmental toys since its inception. Sassy’s innovative products have earned the company numerous awards over the years. In 2012 the Sassy My Own Monster, a colorful soft, plush toy that attaches to a baby’s stroller received the 2012 Oppenheim Toy Portfolio Gold Seal & Snap Award. More recently, the Sassy Soft Farm Puzzle Blocks received the 2014 Oppenheim Toy Portfolio Gold Seal Toy Award. These set of 4 soft blocks are small enough for a baby’s hands and have an animal theme with each block depicting a different animal, sound and texture.

The Sassy line of toys can be found in more than 70 countries around the world, in 2012 the brand expanded its offerings by partnering with other brands and today Sassy has licensing agreements with Carter’s, Disney Baby and Garanimals.

Babies & Kids Merchandise


The innovative products developed by Sassy make the brand a clear favorite for parents. Sassy’s products are created to promote kids’ development and to help kids learn through play. The insightful design and the high quality of its products have resulted in more than 300 awards.

Sassy has a wide array of products to meet every baby’s needs. The baby care line includes products such as humidifiers, diaper sacks, scissors or nail clippers. For bath time, Sassy has a great assortment of toys and also head visors to keep suds out of the baby’s eyes. The baby gear line consists of bouncers, doorway jumpers, carriers and the Sassy Seat Positioner with an innovative design helps babies sit up comfortably and safely from an early age.

Sassy’s line of toys include many award winning products, such as the Sassy Wonder Wheel and the Sassy Bumpy ball, both of which won the 2013 Oppenheim Toy Portfolio Platinum Toy Award. The company also won the 2013 Oppenheim Toy Portfolio Gold Seal and Snap Award with its Sassy Activity Pig and the Sassy Spin n’ Spill.

Mom rating

We are big fans of learning through play and Sassy products are designed with that purpose in mind, from the contrasting colors on its products, to the different textures and materials, everything is there to make babies learn. Every part of a Sassy toy is placed to encourage kids’ development.

We are not surprised that this brand has earned so many awards, we love the wide array of toys and also the great variety of baby products. The Sassy feeding products come in the same fun, whimsical colors as the brand’s toys and the cups have great non-spill designs and are, of course, BPA free.

The baby gear offers bouncers, doorway jumpers, seats and carriers also in fun designs with contrasting colors.

Sassy has our vote when it comes to infant toys and gear. To us this brand deserves 5 stars out of 5.

Sassy logo
  • Established 1996
  • Baby's toys and gear
Sold at:
Major retailers and online
Types of items:
Bath toys, activity toys, rattles, books, floor toys, plush toys, travel toys, playmats, gyms, bouncers, carriers, seats, health and care sets, plates, bowls, teethers, bibs, cups, forks, spoons.
Related brands:
Kids Line, LLC., Kids Brands, Inc., LaJobi, Inc., CoCaLo, Inc.
Our rating:

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