Basic Fun! (Formerly The Bridge Direct) is a North American toy company founded in 2009. Despite this, the "Basic Fun!" brand name has been used for over a quarter of a century.
Care Bears license
In May 2019, Cloudco Entertainment announced a new North American and British licensing deal with Basic Fun! to produce new Care Bears products for 2020, replacing Just Play as the toy license holder for the franchise.
In the United States, the Medium Plush first made it's way to Walmart stores on July 1, 2020 as Limited Edition items, selling out almost instantly. A majority of the toyline will be released into major stores in August 2020.