In a plush toy market saturated with oversized catalogs and complex processes, The RGU Group is carving its own path — one that prioritizes simplicity, speed, and personalization.
A family-run business based in Winston-Salem, North Carolina, RGU has humbly built a reputation as the go-to provider for customized souvenir plush, all while staying true to its roots.
“We’re not trying to be everything to everybody,” says founder Todd Atkins, who co-owns the business with his wife, Karen. “We’ve learned that in this industry, less is more — and simple is powerful.”
An easy process
That simplicity is built into every part of RGU’s model. The company offers just four wholesale price points and six core product lines — including bestsellers like Color Me Plush™ and regional print-on-demand plushies.
“All of our customizable items fall into two size categories: small and medium,” Atkins explains. “It makes it easier for our reps, for our customers, and for our internal team to communicate and deliver on expectations.”
Thanks to an efficient plug-and-play system and deep inventory of about 150 SKUs, the company can customize and ship products in five days or less.
“We’ve essentially taken the best parts of an import program and made them domestic,” says Atkins. “It gives our customers the flexibility and speed they need without the long lead times or high MOQs.”
A family approach
At the heart of RGU is a strong sense of family —not just in ownership, but in operations.
Todd and Karen’s son, Connor, leads the company’s digital marketing and branding efforts, while their daughter, Mia, handles sales and customer service. Other employees include multiple generations from other families, contributing to a close-knit culture that values service, responsiveness and relationships.
“Customers want to be heard,” says Connor Atkins. “They want to know who they’re working with. We answer the phone. We respond in under an hour. That’s what sets us apart.”
RGU’s strength also lies in its focus on design and theming. Whether it’s a a sea turtle in Florida or a lobster in Boston, every plush item is built with regionalization in mind — making its assortments perfect for independent gift shops and national chains alike. The company even pioneered the use of miniature raglan T-shirts for plush toys, an innovation now widely adopted across the industry.
RGU’s tagline, “Your Brand, Our Plushies” captures the collaborative spirit RGU brings to each customer relationship. “We’ve always embraced the idea that our job is to make your brand shine,” says Todd. “We’ve spent years perfecting a process that makes name-drop plush simple, quick, and scalable.”
Making strides
Sustainability is another area where the company is making strides. RGU has already transitioned several product lines — like their Totally United™ Teddies and Graffiti Teddies — to fully recycled materials and aims to be 100% sustainable by mid-2026.
“As a small company, it’s a big undertaking,” Todd admits. “But if our products are for kids of all ages, then we have a responsibility to care for the world they’re growing up in.”
“We’ve always embraced the idea that our job is to make your brand shine. We’ve spent years perfecting a process that makes name-drop plush simple, quick, and scalable.” — Todd Atkins, founder
While tariffs and market uncertainties loom large for many suppliers, RGU remains steady by design. Their narrow-and-deep inventory strategy helps stabilize pricing, even in volatile times. “We don’t believe in mid-season price hikes,” says Todd. “We are trying to divert any distractions away from our customers so they can focus on their business and keeping their shelves stocked.”
With decades of experience, a growing brand identity under the name Plushology®, and a refreshingly human approach to business, The RGU Group is proving that you don’t need to be the biggest to make the biggest impact.
For more on RGU Group, contact us today at sales@theRGUgroup.com or call 87-SOUVENIR (877-688-3647).
