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Kids Turn Toy News

Happy Nappers

Jay at Play 'Unzips' Happy Nappers®

New York, NY, February 10, 2011 - You can be a Happy Napper too…! Jay at Play International, the company best known for its best-selling MushABellies line of chattering stuffed animals that double as pillows, is set to "transform" the plush category once again with its patented Happy Nappers® (

An irresistible collection of reversible play pillows, the squeezably soft debut range gives everyone - from preschoolers to preteens - the chance to "be a Happy Napper too" with cute and comforting companions perfect for everyday adventures, bedside snuggling and making lasting memories together.

The new line cuddles up at the 2011 American International Toy Fair, Jay at Play, Booth #5267, Javits Convention Center, February 13-16, 2011. Happy Nappers - now available As Seen On TV - come "Home Sweet Home®" to major retailers nationwide in mid-July 2011, just in time for back-to-school.

"We created Happy Nappers to provide kids everywhere with a wonderful new best friend to love and play with for years to come," said Joseph A. Sutton, Managing Director of Jay at Play International. "Whether settling down for a Happy Nap, going to a slumber party or traveling to Grandma's house, Happy Nappers are the perfect take-anywhere play pal and we're delighted to bring all this happiness to kids of all ages!"

The new assortment features four collectible friends who live in their own Home Sweet Home - Bug Bungalow to Lady Bug, Doghouse to Dog, Igloo to Penguin and Castle to Dragon. Each of the Happy Nappers has a unique sleepy sound and is gently awoken with a press of their doorbell. Kids ring the sleepy sound doorbell to see if their Happy Napper is in their Home Sweet Home, then magically unzip and reverse them into a 21" soft plush that's ready to play. And, when it's time to say goodnight, they give them a hug so tight and tuck them back into their Home Sweet Home again. There's nothing better than a child having a Happy Nap with their Happy Napper.

Jay at Play will donate a percentage of sales proceeds from all Happy Nappers to the Home Sweet Home Fund benefitting the Children's Brain Tumor Foundation (

Recently introduced to audiences nationwide - complete with their catchy sing-a-long Happy Nappers song - through an As Seen On TV campaign on Nickelodeon, Nick Toons, DxD and Cartoon Network, among other cable networks, Happy Nappers will retail for $19.99 each. Additional friendly characters from Happy Napperville will be introduced throughout the year.

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About Jay at Play International
Jay at Play International was established in 2004 and is a Hong Kong-based company with a showroom in New York. The company's products are distributed internationally through companies that TV-promote all of their brands. Following the worldwide success of its bestselling MushABellies line, Jay at Play is now launching TV campaigns in the U.S. for the first time with its Totally KooKoo and Happy Nappers brands. Jay at Play International is a subsidiary of Jay Franco & Sons, the industry leader in the Home Furnishing Industry.