About Us

We are Kids Preferred. Our mission is to dedicate ourselves and our resources to create 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. For more than two decades, Kids Preferred has been steadfast in our commitment to bringing superior quality and uniquely designed products to the marketplace at value retails. Our fundamental beliefs and high standards enable you, our 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, we keep moving ahead with niche products like Healthy Baby Asthma & Allergy Friendly stuffed animals and dolls certified by the Asthma & Allergy Foundation of America. Another example of this is Bioserie: baby and toddler developmental toys that are plant-based and the first ever toy certified by the USDA. 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!
 
Find the Perfect Gift

Are you shopping for your own little one's first birthday or searching for gifts for a friend's loved ones, Kids Preferred has a wide selection of infant and toddler toys and accessories that make the best gifts for boys, girls as well as offering gender-neutral gifts? Toys ranging from infant developmental activity toys to toddler learning and fun with playful stuffed animals, pretend play as well as furniture and decor. 

Our History

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. 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 and is known for bringing those superior quality, uniquely designed products to the marketplace under its own brand and through private label programs. 
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. 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 as well as gifts marketed under the Company's own Kids Preferred™ brand and through licensed brands including amazing baby™, Healthy Baby™ Asthma & Allergy Friendly™, Beatrix Potter™, Bioserie, Buildex Systems, Carter's®, Disney Baby™, Chicka Chicka Boom Boom™, Goodnight Moon, Guess How Much I Love You™, Licensed to Ride-On, Little Sport Star, Llama Llama™, My First Crayons, Pat the Bunny®, Pete the Cat®, Rudolph the Red-Nosed Reindeer, The World of Eric Carle™ and Windsor™.
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!
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.
 
Executive Team
President & CEO – Louis Premselaar
Executive Vice President – Larry Allberg
Senior Vice President – COO/CFO – Bill McHale
Vice President of Marketing & Licensing – Laura Perks
Vice President of Sales & Business Development – Larry Presser

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