Shilav sells Tiny Love for $50 million

Israel’s best known toy brand – which already sells 50% of its products in the US — has been sold to a private American toy firm.

Israel’s toy manufacturing company Tiny Love – a Hollywood celebrity favorite – is moving headquarters to the US, according to a reported buyout by a private unnamed American toy company. Globes and Calcalist say the Shilav baby products and accessories retail chain, that owns Tiny Love, had been looking for a buyer.

Archive photo of James Van Der Beek, Kimberly Brook and Rod Stewart with Tiny Love products. (Photo: Tiny Love)


Shoshi and Itzik Oren started the Shilav baby retail chain in 1974. In 1991, they launched Tiny Love toy manufacturing company. The company was founded with the international market in mind from the get go. Half of its sales are in the US, over 40 percent of sales are geared to Europe, with the remaining 10% split between Japan, Australia and Israel.

Tiny Love is a favorite among Hollywood’s celebrities. Rod Stewart was a fan of the Sunny Stroll product when his son was born while James Van Der Beek and Kimberly Brook have posed in the past with the company’s popular Follow Me Fred toy.

The Shilav chain is the largest of its kind in Israel with 50 stores sprinkled throughout the country. In 2010, the Orens tried to sell the chain – citing found Itzik’s diagnosis with Parkinson’s as the impetus — for $50 million but there were no takers.

Tiny Love’s products are designed in Israel and manufactured in China. They are distributed in more than 50 countries worldwide.

About Viva Sarah Press

Viva Sarah Press is an associate editor and writer at ISRAEL21c. She has extensive experience in reporting/editing in the print, online and broadcast fields. Her work has been published by international media outlets including Israel Television, CNN, Reuters, The Jerusalem Post and Time Out.