Cra-Z-Art has signed a global licensing agreement with GennComm ImaGENNation for GennComm’s four U.S. patents for memory foam in plush toys, the Pop-Up Plush trademark, bespoke brands, and tactile sensory toy know-how in Cra-Z-Art’s new plush division.
We’ve been quietly building a plush division at Cra-Z-Art with unique new plush lines as this category experiences explosive growth, and both retailers and consumers are looking for the next hot thing. We love the feel of plush with memory foam inside, and have many new things planned for 2026 and beyond utilizing the GennComm IP and ideation coming from both partners that we think will really move the needle.”
GennComm’s patents were invented in-house by Jeremy Brian Medwed, who serves as Director of Innovation at GennComm’s ImaGENNation division.
“The Team at Cra-Z-Art led by Lawrence Rosen and Nellie Mahabir is unstoppable, and their new plush division is poised to be the company’s next game-changing growth segment,” says Genna Rosenberg, CEO of GennComm. “Masters at executing, we know Cra-Z-Art will leverage our memory foam in plush IP to create new sensory tactile squishy plush for kids and kidults of all ages based on popular licenses, new proprietary brands, some focused on MESH and more; goldmining for the next big thing in plush.”
Cra-Z-Art will be displaying upcoming releases at Toy Fair Booth No. 769.
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