About Us

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. 

Inspired by innovation and market trends, we deliver an impressive line of soft baby and toddler developmental toys and gifts, wood toys and plush stuffed animals in support of leading classic children’s brands including Carter’s, Disney Baby, The World of Eric Carle to You Tube sensation Ryan’s World. At Kids Preferred, we're proud to help the young minds of tomorrow learn through imaginative play. Our fundamental beliefs and high standards enable you, our customers and consumers, to rely on Kids Preferred for soft toys and gifts that are reliable and safe. 

The company distributes throughout the United States and Canada as well as in Europe, Japan, Australia, and South America. 

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 and gifts marketed under the Kids Preferred™ Own brand of  Cuddle Pals® , Windsor™, Rise & Shine™ and Kid Happy™ and through licensed brands including Carter's®, Disney Baby®,  The World of Eric Carle®, Ryan’s World®, Guess How Much I Love You®, Beatrix Potter®, Llama Llama® , Pete the Cat® , Goodnight Moon®,  Curious George®, Rudolph the Red-Nosed Reindeer®, Licensed-to-Ride and more. 

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 Hong Kong. The Company distributes its top-quality products throughout the United States, Canada, Europe, Japan and Australia and South America. 

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
  • Vice President of Product Development and Design - Claudia Sandoval
  • Vice President of Supply Chain Management and Data Analytics – Lisa Deubel
  • Vice President of Carters Brand and Sales - Carolyn Guido
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