Aurora Eco-Plush Animals - The Perfect "Green" Gift For Earth Day and Beyond

Toy and Gift Industry's First Natural Plush Animals Are Made From Soybeans and Kapok

PICO RIVERA, Calif. -- April 2008 -- Aurora World Inc. (Aurora), known worldwide for its high quality and affordable plush toys and gifts, has announced the release of the world's first "green" plush line called "Aurora Naturally™." Commonly referred to as "eco-plush," Aurora's natural plush animals are made from soybeans (exterior) and the sustainable rainforest crop called Kapok (stuffing). The handmade (in Indonesia) eco-plush is currently available exclusively at the San Diego Zoo and the Monterey Bay Aquarium both on site and online. Aurora will rollout the product nationally this June to thousands of its retail customers including zoos, aquariums, museums, book stores, department stores, toy stores and catalogs.

"We are humbled to be the first toy manufacturer to offer an ecologically friendly line of plush. It was a challenging experience for our designers, but well worth the effort," says Paul Roche, SVP of Sales at Aurora. "To bring sustainable toys to children everywhere is a priority for Aurora," he added. Aurora's commitment to eco-friendly products is reflected in its price. Generally double or triple the cost of non-green counterparts, Roche says Aurora's eco-plush line retains quality without compromising affordability. Varying from 7.5 to 12 inches, suggested retail prices range from $15.99 - $39.99, respectively.

The line will initially include arctic and endangered animals like polar bears, penguins and pandas, as well as jungle animals such as gorillas, monkeys, elephants and hippos. Roche adds, "We're very excited to offer a handmade, natural plush animal line that will delight the hearts of environmentally and socially responsible parents and their children."

About Aurora

Aurora World, Inc. (http://www.auroragift.com) is a leading manufacturer and supplier of affordable, high quality toys and gifts. Aurora's name reflects its growing influence in the worldwide marketplace, as well as its international manufacturing, R&D and distribution resources. Low prices, high quality and extreme variety are hallmarks of Aurora's success. Founded in 1992, the U.S. company has ascended quickly to become the respected leader in the world's plush and gift industry. The company sells its products via a wide variety of retailers including major zoos (a fast growing market), department stores such as Mervyns and Neiman Marcus, high-end toy stores such as Learning Express, top gift chains such as Hallmark, Claire's and Cracker Barrel, as well as hospital gift shops, fine florists, candy stores and gift/stationery stores worldwide.