Toys and Tots: PJM Distributions Acquires “Cloud b” and “Little Big Friends” Toy Brands

Play is essential for babies cognitive and psychological growth; toys can also help children develop motor skills and facilitate crucial bonding time with their parents and caregivers. Traditionally, the term “baby products” has been associated with items such as strollers, highchairs, and bottles, but one baby product distributor — PJM Distribution — has recognized and embraced the undeniable connection between lifestyle products that are intended for small children and the toys that enhance their life experiences. Hence, PJM is now the proud North American distributor of two toy companies: Cloud b and Little Big Friends.

Established in 1996, PJM Distribution is a family-run business that made a name for themselves as suppliers of top-quality baby gear throughout Canada and the United States. Yet, when Covid hit, Thomas Deumier — who is the Director of Sales and Marketing and the son-in-law of the company’s founder — saw the value in branching out to toys.

“I found Little Big Friends at a toy fair in their native Germany right before the pandemic hit,” Thomas explained via a recent exclusive interview. “I really loved the unique look of the toys and their fabric which is very durable and easy to clean. We started working with them right as the pandemic hit and it’s great to have the opportunity to introduce this fresh and health-conscious brand to the North American market.”

Little Big Friends, a newcomer to the toy industry, is a company that prides itself on creating high-quality toys that can be thoroughly cleaned very easily due to their slick vinyl-like surface. Adorable and anti-germ, these toys are ideal for group-play settings, such as pre-schools, and they can also handle rougher play outside in environments such as beaches and sandboxes. The toys in the collection are rendered to resemble a variety of animals (in themes such as Farm, Jungle, Woods, and Ocean) and come in a range of sizes. Some Little Big Friends toys feature music whilst others can be pulled along via a string; they also offer “activity cubes” and soft books as well as play-mats that are appealing even for the parents of very young children.

“Working with Little Big Friends is exciting because we are watching them evolve and their product offerings grow,” Thomas stated.

The value of musical toys is something that PJM Distribution is familiar with since the other toy company that they represent is Cloud b. Now entering its twentieth year in business, Cloud b is renowned for their plush toys that double as sleep aids. Cloud b’s award-winning products are typically stuffed toys that contain light projectors and gentle melodies and/or ambient sounds that are designed to assist with sleeping. The Tranquil Turtle is among their most lauded and popular items and its most recent rendition is especially soft with particularly soothing sounds and the ability to project relaxing blue-green hues of light that cascade along a wall, ceiling, and floor like ripples in a gentle ocean.

“Even adults use Cloud b products to relax and fall sleep,” Thomas explained before adding that the brand is planning to unveil a particularly innovative product at the forthcoming New York Toy Fair, although further details are still under wraps at this time.

“I have two daughters who love both Cloud b and Little Big Friends,” Thomas said. “They are 7 and 9 now and they still like watching the light patterns that Cloud b toys produce and I’m teaching them how to juggle with the Roly-Poly textured balls by Little Big Friends. These toys allow for the natural progression of play and they grow with the child, keeping their interest for years.”

Thomas went on to note that, while PJM remains dedicated to staying true to their roots in non-toy baby items, they are also actively seeking additional toy lines to partner with.

“Every toy brand we deal with puts emphasis on safety and quality of life for the whole family,” Thomas declared. “Sensory play is becoming a big trend. It’s amazing how much technology has impacted the toy industry; the toys get more impressive every year. We really enjoy working in the toy industry and we have met some really wonderful people who we enjoy doing business with. It’s exciting for us — as a family business — to grow like we are currently growing, especially in such good company.”