The plush toy industry in the US is vibrant and continually evolving, catering to children and collectors alike. Companies range from traditional manufacturers to innovative startups, creating a wide array of plush products that include licensed characters, educational toys, and unique designs. Recent trends show a rise in eco-friendly production and interactive plush toys that engage children in novel ways. With the growth of e-commerce, brands are also emphasizing online presence to reach audiences effectively. Consumer interests in nostalgia and personalization drive further innovations, making the industry not only enduring but also fresh and exciting.


This list features a robust mix of investors—including private equity and venture capital firms—located primarily in key hubs such as New York and California. Notable players vary in size from smaller teams to large corporations, with many founded in the late 20th and early 21st centuries. Investment activities surged in 2024, showcasing significant engagement with plush toy ventures—whether through renowned firms like KKR or innovative startups spearheaded by 500 Global. Investors have collectively contributed to various sectors, positioning them as influential players within this charming industry.


Top 18 Plush Toy Investors in the US


1. 500 Global

  • Website: 500.co
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 2010
  • Headcount: 201-500
  • Number of deals in 2024: 98
  • LinkedIn: 500-startups

500 Global is a venture capital firm and startup accelerator founded in 2010, based in San Francisco, California. The firm specializes in investing in early-stage technology companies, providing funding, mentorship, and resources to help founders scale their businesses. In addition to their focus on technology, 500 Global has participated in funding rounds for companies like Tokyo Otaku Mode, which caters to fans of anime and manga, and MORI, a brand that specializes in baby and toddler clothing. The latter's focus on children's products indicates a potential alignment with the plush toy market, as companies in this sector often overlap with children's apparel and accessories. With 98 investments in 2024 alone, 500 Global demonstrates a robust activity level that could lead to future opportunities in the plush toy industry.


2. Kkr

  • Website: kkr.com
  • Type: Private Equity
  • Headquarters: New York, New York, United States (USA)
  • Founded year: 1976
  • Headcount: 1001-5000
  • Number of deals in 2024: 74
  • LinkedIn: kkr

KKR & Co. Inc. is a prominent investment firm based in New York, specializing in private equity, credit, infrastructure, and real estate. Founded in 1976, KKR has established itself as a leader in asset management, providing solutions to institutional investors and individual clients. The firm has made significant investments across various sectors, including a notable acquisition of ToysRUs in June 2019, which highlights their involvement in the toy industry. Additionally, KKR participated in a venture round for Toys R Us in February 2000, further solidifying their connection to the toy market. Their diverse portfolio and expertise in navigating complex investment landscapes position them as a key player in the investment community, with a particular interest in sectors that include toys and retail.


3. Sun Capital Partners, Inc.

  • Website: suncappart.com
  • Type: Private Equity
  • Headquarters: Boca Raton, Florida, United States (USA)
  • Founded year: 1995
  • Headcount: 51-200
  • Number of deals in 2024: 1
  • LinkedIn: sun-capital-partners

Sun Capital Partners, Inc. is a private equity firm based in Boca Raton, Florida, founded in 1995. The firm specializes in operationally driven investments, focusing on enhancing the efficiency and growth of businesses across various sectors, including food, consumer products, and industrials. Notably, Sun Capital has made significant acquisitions in the toy and children's apparel sectors, such as their acquisition of Famosa on August 5, 2010, which is recognized for its production of toys, including plush toys. Additionally, they acquired Gerber Childrenswear on November 25, 2008, a brand that may also intersect with the plush toy market through its focus on children's products. These transactions highlight Sun Capital's engagement in sectors relevant to plush toys, showcasing their capability to invest in and potentially influence the plush toy industry.


4. Lerer Hippeau

  • Website: lererhippeau.com
  • Type: Venture Capital
  • Headquarters: New York, New York, United States (USA)
  • Founded year: 2010
  • Headcount: 11-50
  • Number of deals in 2024: 23
  • LinkedIn: lerer-hippeau-ventures

Lerer Hippeau is a venture capital firm based in New York, founded in 2010, that specializes in early-stage startups. They provide essential funding and support to help businesses grow. Notably, Lerer Hippeau has invested in BarkBox, a prominent e-commerce company that offers subscription boxes filled with dog products, including plush toys. Their involvement in multiple funding rounds for BarkBox, including Series A and Series B, highlights their commitment to the pet industry. Additionally, they have participated in funding for Camp, a family-friendly retail and experiential company, which may also intersect with the plush toy market. Overall, Lerer Hippeau's portfolio reflects a diverse investment strategy with potential relevance to the plush toy sector.


5. Everywhere Ventures

  • Website: everywhere.vc
  • Type: Venture Capital
  • Headquarters: New York, New York, United States (USA)
  • Founded year: 2017
  • Headcount: 11-50
  • Number of deals in 2024: 34
  • LinkedIn: thefund

Everywhere Ventures is a venture capital firm based in New York, founded in 2017. The firm specializes in early-stage investments, particularly in innovative startups with limited traction. They have a global approach, connecting with a diverse range of entrepreneurs. Notably, Everywhere Ventures has invested in several companies relevant to the plush toy industry, including Lalo, which raised funds in December 2018, and Ten Little, which secured a significant investment in December 2019. More recently, they invested in Kidsy, which raised $1,000,000 in March 2024, and Oh Norman!, which raised $3,000,000 in October 2023. These transactions highlight their engagement in the children's product market, making them a notable player in the plush toy investment space.


6. Amazon

  • Website: amazon.com
  • Type: Corporate
  • Headquarters: Seattle, Washington, United States (USA)
  • Headcount: 10001+
  • Number of deals in 2024: 37
  • LinkedIn: amazon

Amazon.com, Inc. is a multinational technology company based in Seattle, Washington, primarily known for its e-commerce platform that offers a vast array of products and services. Founded in 1994, Amazon has expanded its operations to include cloud computing, online advertising, digital streaming, and artificial intelligence. In 2023, Amazon led a $20 million Series A extension investment round in Superplastic, a company that creates synthetic celebrity characters, which aligns with the plush toy market. This investment highlights Amazon's engagement in the toy industry, particularly in innovative and collectible plush toys. Additionally, Amazon has made other investments, such as a grant to Petit Pli Ltd., which focuses on innovative textile technology, although not directly related to plush toys. Overall, Amazon's strategic investments reflect its commitment to diversifying its portfolio, including interests in the plush toy sector.


7. New Enterprise Associates (NEA)

  • Website: nea.com
  • Type: Venture Capital
  • Headquarters: Menlo Park, California, United States (USA)
  • Founded year: 1977
  • Headcount: 51-200
  • Number of deals in 2024: 57
  • LinkedIn: new-enterprise-associates

New Enterprise Associates (NEA) is a prominent venture capital firm based in Menlo Park, California, founded in 1977. NEA specializes in investment management and advisory services for startups, particularly in technology and healthcare sectors. However, they have also shown interest in the children's market through their investments in companies like Maisonette, which is a curated marketplace for children's products, including fashion and lifestyle items. NEA led a $15 million Series A funding round for Maisonette in 2018 and participated in subsequent funding rounds, indicating their ongoing support for businesses that cater to children's needs. This involvement highlights NEA's capacity to engage with sectors that intersect with plush toys, making them a versatile investor in the broader children's product landscape.


8. RRE Ventures

  • Website: rre.com
  • Type: Venture Capital
  • Headquarters: New York, New York, United States (USA)
  • Founded year: 1994
  • Headcount: 11-50
  • Number of deals in 2024: 8
  • LinkedIn: rre-ventures

RRE Ventures is a venture capital firm based in New York, founded in 1994, that specializes in early-stage investments across various sectors, including technology, healthcare, and fintech. The firm is known for providing capital and strategic guidance to startups, helping them navigate market challenges and achieve growth. Notably, RRE Ventures has invested in BarkBox, a prominent e-commerce and content company for dog lovers, which offers a subscription service that includes plush toys for dogs. RRE participated in several funding rounds for BarkBox, including a $60 million Series C round in 2016, a $15 million Series B round in 2014, and earlier rounds in 2013 and 2012. This involvement highlights RRE's interest in the pet industry, which is closely related to the plush toy market.


9. GV (Google Ventures)

  • Website: gv.com
  • Type: Venture Capital
  • Headquarters: San Francisco Bay Area, California, United States (USA)
  • Founded year: 2009
  • Headcount: 51-200
  • Number of deals in 2024: 74
  • LinkedIn: gv

GV (Google Ventures) is a venture capital firm based in the San Francisco Bay Area, founded in 2009. With over $10 billion in assets under management, GV provides funding and support to innovative startups across various sectors, including life sciences and artificial intelligence. Notably, GV has invested in Lovevery, a company that creates educational toys, raising $100 million in Series C funding in June 2021 and $20 million in Series B funding in October 2019. Additionally, they have invested in Seedling, which raised $7 million in a venture round in October 2014, and earlier rounds in 2013. These investments highlight GV's engagement in the toy industry, particularly in companies that focus on children's educational products, which may include plush toys.


10. Jazwares, LLC

  • Website: jazwares.com
  • Type: Corporate
  • Headquarters: Sunrise, Florida, United States (USA)
  • Founded year: 1997
  • Headcount: 1001-5000
  • LinkedIn: jazwares

Jazwares, LLC is a corporate investor and a prominent toy manufacturer and retailer based in Sunrise, Florida, USA. Founded in 1997, the company designs and produces a diverse range of toys and collectibles, including plush toys and action figures. Jazwares serves both children and collectors, aiming to inspire imaginative play and creativity through its products. The company has made significant strides in the plush toy market, notably through its acquisition of Kellytoy in April 2020, which is renowned for its Squishmallows line. This strategic acquisition not only expanded Jazwares' product offerings but also solidified its position in the plush toy industry. Furthermore, Jazwares acquired Big Balloon, an Australian toy distributor, in December 2023, which may enhance its distribution capabilities for plush toys in the Australian market. With a focus on quality and innovation, Jazwares operates globally, leveraging its strong brand presence in the toy industry.


11. Canaan

  • Website: canaan.com
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 1987
  • Headcount: 11-50
  • Number of deals in 2024: 25
  • LinkedIn: canaan-partners

Canaan Partners is a venture capital firm based in San Francisco, California, founded in 1987. The firm specializes in early-stage investments, primarily in the technology and healthcare sectors, providing capital and strategic support to entrepreneurs with transformative ideas. Canaan has a diversified portfolio and a strong track record of successful investments. Notably, they participated in a $10 million Series A funding round for Superplastic, a designer toy brand known for its unique characters and animated digital media. This investment highlights Canaan's engagement in the plush toy market, showcasing their interest in innovative consumer products. Additionally, Canaan has been involved in various other transactions, but the investment in Superplastic is particularly relevant to the plush toy context.


12. Felicis

  • Website: felicis.com
  • Type: Venture Capital
  • Headquarters: Menlo Park, California, United States (USA)
  • Founded year: 2006
  • Headcount: 11-50
  • Number of deals in 2024: 38
  • LinkedIn: felicis-ventures

Felicis is a venture capital firm based in Menlo Park, California, founded in 2006. The firm specializes in investing in innovative startups across various sectors, including AI and health, while also showing interest in the children's market. Notably, Felicis has made several investments in KiwiCo, a company that raised a total of $10 million across multiple funding rounds (Seed and Series A) from 2011 to 2015. KiwiCo provides subscription boxes that engage children in hands-on learning activities, which may include plush toys or related products. Additionally, Felicis participated in a funding round for Kiwi Crate, a subscription service for kids' activities, further demonstrating their involvement in the children's product space. This diverse investment strategy allows Felicis to provide financial backing and strategic support to founders, helping them navigate growth challenges and build impactful companies.


13. Decathlon Capital Partners


Decathlon Capital Partners is a venture capital firm based in Clinton, Utah, specializing in revenue-based financing solutions for growth-oriented companies. Founded in 2010, the firm provides customized growth capital without requiring equity investment, allowing businesses to maintain control and ownership. They primarily operate in North America and have been involved in various sectors. Notably, Decathlon has invested in companies relevant to the plush toy industry, such as Made Modern LLC, which is known for its Kid Made Modern brand that focuses on creative products for children, including plush toys. They also provided funding to Youtooz, Inc., a company that produces collectible figures and plush toys, supporting its expansion and new product lines. Their approach to financing allows them to support companies in the plush toy sector while also diversifying their investment portfolio.


14. ACON Investments, L.L.C.

  • Website: aconinvestments.com
  • Type: Private Equity
  • Headquarters: Washington, D.C., District Of Columbia, United States (USA)
  • Founded year: 1996
  • Headcount: 51-200
  • Number of deals in 2024: 2
  • LinkedIn: acon-investments

ACON Investments, L.L.C. is a private equity firm based in Washington, D.C., founded in 1996. The firm specializes in investment management, focusing on creating value through investments in the Consumer, Industrials, and Business Services sectors. ACON serves institutional and high net worth investors, providing opportunities to invest in companies at critical points in their evolution. Notably, ACON has made significant acquisitions in the consumer space, including Funko, LLC, a leading provider of branded pop culture products known for its diverse range of collectibles, including plush toys. Additionally, they acquired Spencer Gifts, a retailer that offers a variety of novelty items, which may include plush toys. These transactions highlight ACON's engagement in the consumer market, particularly in areas that intersect with plush toys and collectibles.


15. Social Starts

  • Website: socialstarts.com
  • Type: Venture Capital
  • Headquarters: San Francisco, California, United States (USA)
  • Founded year: 2012
  • Headcount: 11-50
  • Number of deals in 2024: 1
  • LinkedIn: social-starts

Social Starts is a venture capital firm based in San Francisco, California, founded in 2012. The firm specializes in early-stage investments in startups that focus on health and happiness. Utilizing analytics, Social Starts identifies promising companies across various sectors, including e-commerce and biotech. Notably, they have invested in Monti Kids, which raised a total of $3.5 million in a seed round in June 2019 and additional funding in subsequent rounds. Monti Kids is known for its educational toys aimed at young children, which may include plush toys, making Social Starts a relevant player in the plush toy investment space. Additionally, they were involved in the seed round for Tokyo Otaku Mode, a company that caters to fans of Japanese pop culture, which may also intersect with plush toy offerings.


16. FreshTracks Capital

  • Website: freshtrackscap.com
  • Type: Venture Capital
  • Headquarters: Shelburne, Vermont, United States (USA)
  • Founded year: 2000
  • Headcount: 1-10
  • Number of deals in 2024: 2
  • LinkedIn: freshtracks-capital

FreshTracks Capital is a venture capital firm based in Shelburne, Vermont, founded in 2000. The firm specializes in financing innovative high-growth companies primarily in Vermont and surrounding regions. They provide venture capital funding, investment management, and business consulting services to early-stage companies, helping them scale and succeed across various industries, including technology, consumer products, and clean energy. Notably, FreshTracks Capital was involved in a significant investment in Vermont Teddy Bear, a well-known player in the plush toy industry, where they participated in a venture round in October 2005. This investment highlights their engagement with the plush toy market, showcasing their capability and interest in this sector. Additionally, they have invested in other companies like HempVet, but their direct connection to Vermont Teddy Bear solidifies their relevance in the plush toy space.


17. Halogen Ventures

  • Website: halogenvc.com
  • Type: Venture Capital
  • Headquarters: Los Angeles, California, United States (USA)
  • Founded year: 2016
  • Headcount: 1-10
  • Number of deals in 2024: 2
  • LinkedIn: halogen-ventures

Halogen Ventures is a venture capital firm based in Los Angeles, founded in 2016, that specializes in early-stage consumer technology and strategic B2B software companies, particularly those led by women. The firm provides investment capital, strategic guidance, and networking opportunities to help startups thrive in a competitive landscape. Notably, Halogen Ventures has participated in funding rounds for companies like Monica+Andy, which focuses on baby and children's products, and Babylist, a baby-commerce platform that raised $40 million in Series C funding. These transactions highlight Halogen's engagement with the baby product market, which often includes plush toys, thereby aligning them with the plush toy industry.


18. The Riverside Company


The Riverside Company is a private equity investment firm based in New York, specializing in providing flexible capital solutions and strategic guidance to smaller middle-market businesses across various industries. Founded in 1988, Riverside manages a diverse portfolio of over 140 companies globally. Notably, Riverside has made significant acquisitions in the plush toy context, including Outward Hound, which they acquired in August 2013. Outward Hound is known for its innovative pet products, including plush toys designed for dogs. This acquisition highlights Riverside's engagement in the plush toy market, particularly within the pet sector. Additionally, their acquisition of Keepsake Quilting in June 2000, while primarily focused on quilting supplies, also suggests a broader interest in products that may include plush items. Overall, Riverside's investment strategy and relevant transactions indicate a capacity and willingness to invest in the plush toy industry.



Plush Toy Insights: Key Investors in the US


InvestorHeadquarterSizeFoundedDeals 2024
500 GlobalSan Francisco, California, United States (USA)201-500201098
KkrNew York, New York, United States (USA)1001-5000197674
Sun Capital Partners, Inc.Boca Raton, Florida, United States (USA)51-20019951
Lerer HippeauNew York, New York, United States (USA)11-50201023
Everywhere VenturesNew York, New York, United States (USA)11-50201734
AmazonSeattle, Washington, United States (USA)10001+37
New Enterprise Associates (NEA)Menlo Park, California, United States (USA)51-200197757
RRE VenturesNew York, New York, United States (USA)11-5019948
GV (Google Ventures)San Francisco Bay Area, California, United States (USA)51-200200974
Jazwares, LLCSunrise, Florida, United States (USA)1001-500019970
CanaanSan Francisco, California, United States (USA)11-50198725
FelicisMenlo Park, California, United States (USA)11-50200638
Decathlon Capital PartnersClinton, Utah, United States (USA)11-50201011
ACON Investments, L.L.C.Washington, D.C., District Of Columbia, United States (USA)51-20019962
Social StartsSan Francisco, California, United States (USA)11-5020121
FreshTracks CapitalShelburne, Vermont, United States (USA)1-1020002
Halogen VenturesLos Angeles, California, United States (USA)1-1020162
The Riverside CompanyNew York, New York, United States (USA)201-500198812


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