About Basic Fun!
We’re making toys here!
Our mission is simple. We want to make the world a happier and more playful place. It’s hard work, but someone has to do it!
Who We Are
Basic Fun! is a dynamic global designer and marketer of classic, innovative children’s entertainment products and we strive to bring smiles to people of all ages. Our iconic brands and broad product portfolio are sold by leading retailers and distributors in over 60 countries around the world. Basic Fun! has an omni-channel go-to market strategy with a strong presence online, in-store and in family entertainment venues.
The Company is proud to have long-term, valued licensing partnerships with A-List Licensors, including Hasbro, Disney, Mattel, Nintendo, Bandai Namco, Pokémon, Netflix, Sega, Coca Cola, Universal, Paramount, Warner Brothers, Authentic Brand Group, NFL and NBA.
Basic Fun! has a product portfolio of powerhouse brands that include Littlest Pet Shop®, Care Bears™, Tonka®, Lite Brite®, Arcade1Up®, Lincoln Logs®, Tinker Toys®, Playhut®, Uncle Milton®, Fisher Price Classics®, Mash’ems®, Dungeons & Dragons®, and many other trusted brands. All of us at Basic Fun! are dedicated to enriching lives and creating unforgettable moments through imaginative play.
Our Core Values
Bringing the joy of play to kids around the world is a serious business, and having fun is a requirement. Whether it’s the final product or the process of making toys, this principle is part of everything we do.
- 01
We Love Delivering WOW!
- 02
Act with Integrity and Do the Right Thing.
- 03
Inspire Passion for Creativity and Innovation.
- 04
Be Disciplined to Create Lasting Impact.
- 05
Play, Have Fun and Laugh Together.
- 06
Embrace Humility.
- 07
Pursue Growth and Learning.
- 08
Hustle and Act with a Sense of Urgency.
- 09
Commit to Excellence.
- 10
Gratitude Keeps Us Grounded.
Timeline of Fun
- 1999 to 2008
Play Along
Where our founder’s toy story began.
- 2009
The Bridge Direct is founded
Jay Foreman founds The Bridge Direct.
- 2010
First product launch
Justin Bieber was the company’s initial product launch.
- 2013
Good Stuff joins the family
The Bridge Direct acquires Good Stuff, a leading amusement and family entertainment center plush company.
- 2015
Shopkins construction toys
The Bridge Direct acquires the Shopkins license for construction toys, a breakout line for the company.
- 2017
We become Basic Fun!
The company acquires Uncle Milton Industries, a global leader in STEM toys. Tech 4 Kids merges into The Bridge Direct, and the companies are integrated as Basic Fun!
- 2018
K’NEX, Playhut, Geoworld and Cutetitos
Basic Fun! acquires K’NEX, one of the largest construction toy companies, plus Geoworld and Playhut, and launches its own hit brand, Cutetitos.
- 2020
Care Bears and Tonka
Basic Fun! acquires the master toy licenses for two iconic legacy brands, Care Bears and Tonka.
- 2023
Littlest Pet Shop returns
Littlest Pet Shop kicks off a massive global relaunch, including a new experience on Roblox.
- 2025
Arcade1Up
Basic Fun! acquires select assets of the Arcade1Up brand and brings home arcade into the family.
Recognitions
Lite-Brite Wall Art Pop Wow!
Care Bears Care-a-Lot Bear
Tonka Mighty Dump Truck
Care Bears I Care Bear
