ebba

ebba is a baby-focused plush and gift product sub-brand within Aurora World, a privately held global plush company founded in 1981 and headquartered in Pico Rivera, California. It sells infant plush, rattles, blankets, pacifier accessories, and licensed WubbaNub products to parents, caregivers, and gift-givers via DTC e-commerce and retail distribution.

Company typePrivate
Founded1981
HeadquartersPico Rivera, United States
Headcount11–50
GTM typeB2C
OfferingHardware or Manufacturing

What ebba does

ebba is a baby-focused plush and gift product brand operating as a sub-brand within Aurora World, a privately held company founded in 1981 and headquartered at 8820 Mercury Ln, Pico Rivera, California. The company manufactures and sells a broad portfolio of soft, safe, and age-appropriate plush toys, rattles, blankets, and pacifier accessories designed specifically for infants and babies, targeting parents, caregivers, and gift-givers. Product lines include Cuddlers, Baby Talk, Story Pals, Dew Drops, Chime, Cuddler Squeakers, Cuddletons, Softiesaurus, Eco ebba, Loppy Giraffe, Lil Benny Phant, and the licensed WubbaNub pacifier-plush line. Aurora's broader portfolio also spans hundreds of additional sub-brands (Palm Pals, Miyoni, Flopsies, Spudsters, Eco Nation, etc.) and licensed character properties including Peanuts, Dr. Seuss, Peppa Pig, SMILEYWORLD, Moomin, Precious Moments, Clifford, and tokidoki.

The business operates a one-time purchase physical goods revenue model with no proprietary technology stack. Products are priced in the approximate $11-$20+ range at retail. Distribution is multi-channel: a direct-to-consumer e-commerce storefront (auroragift.com) with a $35+ free shipping threshold, a separate retailer/wholesale portal (auroraretailer.com), and general retail and specialty gift store networks. Marketing leverages organic social channels (Facebook, Instagram, TikTok, YouTube, Twitter), content marketing via the Aurora gift blog, and a referral program.

Ownership rests with founder/owner Manoj Aggarwal. The company is privately held with no evidence of external institutional investment, no public listing, and no disclosed M&A activity. Reported headcount is 11-50 employees. The company claims a global footprint and offers an English/Spanish bilingual storefront. No certifications, patents, regulatory actions, or restructuring events are disclosed in the source material.

ebba firmographics

Firmographics

Name: ebba
Legal name: Aurora World
Website: https://ebbagift.com
Company type: Private
Founded year: 1981
Operating status: Operating
Headcount range: 11–50 employees
Short description: ebba is a baby-focused plush and gift product sub-brand within Aurora World, a privately held global plush company founded in 1981 and headquartered in Pico Rivera, California. It sells infant plush, rattles, blankets, pacifier accessories, and licensed WubbaNub products to parents, caregivers, and gift-givers via DTC e-commerce and retail distribution.
Ownership category
akta.pro rank

ebba industry classification

Industry

Product category: Baby Plush Toys
NAICS: Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (459120)
SIC: Dolls & Stuffed Toys (3942), Retail-Hobby, Toy & Game Shops (5945)
akta.pro primary industry: Dolls, Plush & Action Figures Retail (CRALAFAD)
akta.pro secondary industry: Baby, Kids & Maternity Online Retailers (CRAFADAI)

Keywords

Baby plush toys
Infant sensory products
Plush manufacturing
Licensed character plush
Baby gift products

Where ebba is headquartered

Location

Headquarters

HQ city: Pico Rivera
HQ country: United States
HQ region: North America

Offices1 record

Markets served

ebba business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Operations, Personnel, Marketing or Sales, Licensing

Revenue model

Plush and baby toy product sales: ebba generates revenue through the sale of branded baby plush and toy products, including licensed lines (WubbaNub) and proprietary baby brands. Products are sold as physical goods at retail price points, implying a one-time purchase model via e-commerce and retail channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

ebba product offering

Product offering

Core offering

ebba designs, manufactures, and sells baby-specific plush toys, rattles, blankets, and pacifier accessories for infants and young children. Its portfolio includes proprietary sub-lines such as Cuddlers, Baby Talk, Story Pals, Dew Drops, Chime, Cuddler Squeakers, Cuddletons, Softiesaurus, Eco ebba, Loppy Giraffe, and Lil Benny Phant, plus the licensed WubbaNub pacifier-plush brand. Products are distributed through Aurora's e-commerce storefront, retailer portal, and general retail and specialty gift stores.

Product overview

Aurora (doing business as ebba) is a global leader in plush toys and high-quality gift products, established in 1981 and headquartered in Pico Rivera, CA. The company operates a unified product portfolio organized around three main divisions: Aurora Plush (featuring original brands like Palm Pals, Spudsters, Miyoni, Tumbletoes, Eco Nation, and licensed properties including Peanuts, Peppa Pig, Dr. Seuss, and SMILEYWORLD), ebba Baby Collection (soft plush, rattles, blankets, and infant accessories including Cuddlers, Baby Talk, Story Pals, Eco ebba, and WubbaNub), and Aurora Toys (non-plush toys including fidget, stretch & squish, slime, outdoor toys, and vehicles). The portfolio spans hundreds of sub-brands and licensed characters, distributed through retailers with products ranging from $11 to $20+.

Differentiator

Problem solved

Functional benefit

Brands

ebba: Baby product brand featuring Cuddlers, Baby Talk, Story Pals, Dew Drops, Chime, Cuddler Squeakers, Cuddletons, Softiesaurus, Eco ebba, Loppy Giraffe, Lil Benny Phant, and WubbaNub products.
Aurora® Plush
Palm Pals™
Miyoni®
Flopsies™
Rumplers™
Dumplin'™
Tumbletoes™
The Thicket Tales™
Eco Nation™
Spudsters™
Wrist Fliers™
Shoulderkins™
Lil Dreamers™
Wrist Wranglers™
PomPom Penguin™
Aurora® Toys

Products and services

ebba Baby Collection Soft plush toys, rattles, blankets, and pacifier accessories designed specifically for infants and babies, sold to parents, caregivers, and gift-givers through Aurora's e-commerce storefront and retail/wholesale channels.
WubbaNub® (within ebba) Licensed pacifier-plush hybrid products for infants, distributed through the ebba Baby section of Aurora's e-commerce storefront as part of Aurora's licensing partnership with WubbaNub.
Eco ebba™ Eco-friendly baby plush collection using sustainable/recycled materials, targeted at environmentally conscious parents and gift-givers of infants.
Cuddlers™ Soft baby plush cuddle toys within the ebba Baby Collection, marketed to parents and gift-givers of infants as soothing and snuggle companions.
Baby Talk™ Baby plush sub-line within the ebba Baby Collection featuring soft, character-based plush toys designed for infants and young children.
Story Pals™ Story-themed plush and soft book baby products within the ebba Baby Collection, designed for sensory engagement and early developmental play for infants.
Dew Drops™ Baby plush sub-line within the ebba Baby Collection featuring soft sensory plush items for infants.
Chime™ Baby sensory/chime plush sub-line within the ebba Baby Collection designed for auditory stimulation and sensory engagement of infants.
Cuddler Squeakers™ Baby plush sub-line combining soft plush toys with squeaker elements for interactive play with infants.
Cuddletons™ Baby plush sub-line within the ebba Baby Collection, featuring small soft plush items sized and designed for infants.
Softiesaurus™ Dinosaur-themed baby plush sub-line within the ebba Baby Collection, targeted at infants and young children for snuggle and play.
Loppy Giraffe™ Giraffe-themed baby plush sub-line within the ebba Baby Collection, marketed as a soft companion toy for infants.
Lil Benny Phant™ Elephant-themed baby plush sub-line within the ebba Baby Collection, designed as a soft infant companion toy.

Companies that use ebba

Customer profile

Segments1 record

Ideal customer profiles2 records

ebba technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

ebba partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves4 records

Expansion highlights5 records

ebba competitors and assessment

Company assessment

Direct peers

Jellycat: Premium plush and baby gift brand sold through specialty and direct e-commerce. Comparable to ebba on plush format, gifting positioning, and direct-to-consumer model, though at a higher price point.
Cloud b: Baby sleep, soothing, and plush product brand. Comparable to ebba on infant soothing and sensory positioning, and on parent-targeted gifting channels.
Douglas Company: U.S.-based plush toy manufacturer with a deep baby and infant line (Cuddlekins, Douglas Baby). Closely comparable to ebba on product (plush), customer (parents of infants), and distribution (specialty + mass retail).
GUND (Spin Master): Iconic plush brand with strong baby product presence (Blankie Buddies, baby teethers). Comparable to ebba in plush format, baby sub-branding, and gifting/retail distribution through major U.S. chains.
Manhattan Toy: Specialty manufacturer of infant and toddler toys, including plush, sensory, and activity items. Comparable to ebba in baby product mix, specialty retail distribution, and parent buyer.
Mary Meyer: Family-owned plush and baby toy maker with lines in stuffed toys, rattles, and sensory items. Closely comparable to ebba on baby-focused plush assortment and gift-channel distribution.

Broad incumbents

Build-A-Bear Workshop: Plush-focused retailer/manufacturer with broad appeal including baby and gift products. Comparable to ebba on plush format and gifting, but operates a large experiential retail model that ebba does not.
Carter's (baby apparel and gifts): Largest U.S. specialty retailer of baby and children's apparel and gifts, including plush. Comparable to ebba on the baby parent customer base, gift-occasion demand, and mass distribution, though apparel-led rather than plush-led.
Fisher-Price (Mattel): Mass-market baby and infant toy brand owned by Mattel. Competes with ebba at the mass end of baby plush and rattles, though its portfolio is much broader than ebba's baby-only focus.

Emerging players

Lamaze (Learning Curve/Playgro): Baby developmental toy brand featuring plush, sensory, and activity items. Comparable to ebba on infant developmental positioning, gift packaging, and specialty/mass retail distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

ebba financial estimates

Financial estimate

Revenue estimate

Valuation estimate

ebba leadership team

Management profile

Number of profiles

Profiles1 record

ebba funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

ebba M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ebba

What does ebba do?

Is ebba a public or private company?

ebba is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was ebba founded?

ebba was founded in 1981. It employs 11 to 50 people.

Where is ebba based?

ebba is headquartered in Pico Rivera, United States, in the North America region.

How does ebba make money?

One revenue line is on record: plush and baby toy product sales.

Who are ebba's main competitors?

Direct peers on record are Jellycat, Cloud b, Douglas Company, GUND (Spin Master), Manhattan Toy and Mary Meyer. Broad incumbents are Build-A-Bear Workshop, Carter's (baby apparel and gifts) and Fisher-Price (Mattel). Lamaze (Learning Curve/Playgro) is listed as an emerging player.

Does ebba have an API?

No public API is recorded for ebba.

What industry is ebba in?

ebba's product category is Baby Plush Toys. Its primary akta.pro industry code is CRALAFAD, Dolls, Plush & Action Figures Retail, with a secondary code of CRAFADAI, Baby, Kids & Maternity Online Retailers. Its NAICS code is 339930 and its SIC code is 3942.