Basic Fun
Basic Fun (often stylised as Basic Fun!) is an American toy company based in Boca Raton, Florida, and established in 2008. The company was previously named The Bridge Direct until 2017, when it merged with Tech 4 Kids to form Basic Fun.
One of The Bridge Direct’s earliest launches was the Justin Bieber celebrity doll line in 2010, the same year the company would acquire licensed plush company Good Stuff. The company has produced licensed products for Strawberry Shortcake, The Hobbit and the NBA, alongside original properties such as Cutetitos and Pinkie Cooper.
The Bridge Direct would acquire Uncle Milton Industries in 2017, before their merger with Tech 4 Kids into Basic Fun (Tech 4 Kids is best known for their Mashems toy line). In 2018 Basic Fun would acquire K’nex, Geoworld and Playhut, while gaining the license for the new Care Bears line in 2019. They would also partner with Hasbro to create licensed products based on their brands, including classic My Little Pony, Tonka and Lite Brite. This would lead Hasbro to grant Basic Fun the master toy license for the seventh generation of Littlest Pet Shop in late 2022.
List of Doll Lines Made by Basic Fun
