Encyclopedia: GUND History

GUND Barnaby 6432

GUND is the leading and oldest soft toy manufacturer in the United States of America, based in Edison, New Jersey. GUND has been creating unique Teddy Bears and other soft toys.





GUND was founded by a German immigrant Adolph Gund in Norwalk, Connecticut.


Early 1900's

GUND was one of the first companies to design and produce Teddy Bears. By using the best fabrics available, Adolph Gund built a reputation that distinguished the company from its competition.



The business was sold to Jacob Swedlin with the understanding that the name and principles of GUND would always remain. This as got retired.



Mr. Swedlin passed control of the company to his daughter Rita and her husband Herbert Raiffe.

It was during their tenure that GUND developed the trademarked manufacturing techniques that make GUND plush truly “The World’s Most Huggable”.


Early 1980’s

GUND became the first plush manufacturer to launch a national advertising campaign: “Gotta Getta GUND”. It remains one of the most recognized slogans in consumer marketing.



Bruce Raiffe became the third generation to run the company. Over the next decade, GUND expanded into international markets, and acquired in-demand licensed properties.



Enesco, a leader in the gift and home décor industry, acquired GUND. Operating as a division of the Enesco family of brands, GUND continues to build and expand upon a century of tradition.

GUND Schatzi 2236


GUND is a worldwide operation headquartered in Edison, New Jersey. GUND’s pioneering innovations in safety and manufacturing have continually set the standard for the plush industry.


GUND has been nominated for and has won numerous Golden Teddy and TOBY Industry awards for plush design.


GUND manufactures an extensive collection of unique characters and licensed plush. The Series exists under the name GUND and babyGUND. They are known worldwide for its quality, soft and huggable plush designs and gift products.