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Sassy Baby Products create innovative toys with the purpose and aim to help developing toddler as they begin to explore the world around them. Working with child development experts has helped the brand create high quality products that develop all aspects of baby’s senses through sound, touch, sight, smell and taste.

The products are based upon stage of development, sensory development being the first stage from Birth to 6months, where baby’s vision is poor, and ability to differentiate between colours is developing and hence products often include black and white patterning. The stages continue through thinking and learning, moving and exploring, communications and talking, fostering curiosity and constructing, with the toys designed to align and appeal to the user at its stage of development.

With 35 years of experience, Sassy is a trusted toy manufacturer not least because of their use of non-toxic plastic without paint. Baby Brands Direct is delighted to have this brand within its portfolio for independent retailers to easily purchase. 

Sassy develops innovative, fashion forward, and sensory products that help children thrive. Founded in 1982 with the breakthrough Sassy Seat, Sassy has expanded its line to include developmental toys, feeding and baby care products, and disposables. 

In 2014, Angelcare Holdings Inc. acquired Sassy. For nearly 20 years, Angelcare’s research-based, safety-driven approach has helped to revolutionize the infant care industry and given reassurance to parents around the world. Angelcare is a leader in movement monitoring, diaper disposal, and baby care products, making Sassy a great addition to the Angelcare family.

What Makes Sassy Different? When building the brand, Sassy sought a balanced approach to form and design elements based upon the foundation of Early Childhood Development. These aspects of design are what separates Sassy products from all other competition in the market. The Sassy Brand is more than a series of “black and white stripes” or a “happy smiley face”. There is a harmony of elements, brought together in varying degrees, creating a sensory experience that will engage and stimulate baby’s senses!

Sassy 'forms' embody simplicity – shapes should be primitive and hold volumetric symmetry. This symmetry can be violated by adding non-symmetrical details, which does not override the basic geometry. The colours offer differing degrees of colour perception with infants between 0 - 3 months; 3 - 6 months and; 6 - 12 months, give our colour selection and intensity even greater relevance. The use of bold/high contrast colors directed at focal points is a key to enhancing the “developmental experience” of each product. With regards to the texture and materials, the texture plays a crucial role in stimulating tactile development. The sense of touch and mouthing objects are primary explorations at the earliest stages of development because there are more sense receptors in a baby’s mouth than any other place on the body. The use of varying textures and differing material types gets to the heart of every Sassy product, the sense of touch (either through hand or oral) is one of the first exploratory tools being developed in the early infant stages and use of such strategically placed materials helps promote baby’s early learning

To caring parents, grandparents and gift givers worldwide, Sassy is the brand of products for children that parents can trust for nurturing and developing their child
because they have premium quality, innovative design and focused colouration, environmentally principled, with credible and helpful purpose and value added features. As the products grow with the child developing it takes advantage of brand loyalty, making it an ideal choice for retailers. Baby Brands Direct has chosen a range of products held in stock including teethers, rattles, highchair toys and activity toys.


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.