Who owns Sassy?
Sassy is owned by Crown Crafts (the United States, NASDAQ: CRWS).[1]
Evidence: Crown Crafts, Inc. Annual Report on Form 10-K filed 2026-06-24, SEC EDGAR, 24 June 2026. Verified from filings; last checked .
Key facts
- Current owner
- Crown Crafts, Inc. verified
- Owner HQ
- 🇺🇸 United States, Gonzales, Louisiana
- Origin
- 🇺🇸 United States
- Category
- Personal care & beauty › Baby care › Baby feeding & nursing
- Parent ticker
- NASDAQ: CRWS
- Last verified
- · 1 sources
About Sassy
Sassy is a Crown Crafts trademark, sold through its Sassy Baby, Inc. subsidiary, for infant and toddler products such as toys and feeding items. The 10-K lists it first among the registered marks, with Manhattan Toy, NoJo, Baby Boom and Neat Solutions, that together accounted for 41% of the company's gross sales in fiscal year 2026.
What Crown Crafts's annual report says about Sassy
Sentences about Sassy from Crown Crafts's latest annual filing[1], copied word for word.
Business Description of Business The Company operates indirectly through its two wholly-owned subsidiaries, NoJo Baby & Kids, Inc. ("NoJo") and Sassy Baby, Inc. ("Sassy"), in the infant, toddler and juvenile products segment within the consumer products industry.
The Company operates indirectly through two wholly-owned subsidiaries, NoJo Baby & Kids, Inc. ("NoJo") and Sassy Baby, Inc. ("Sassy"), in the infant, toddler and juvenile products segment within the consumer products industry.
How often Crown Crafts names Sassy in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named more often than it was three years earlier.
Ownership timeline of Sassy
- Current owner Crown Crafts [1] verified
Where Sassy sits in Crown Crafts
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Crown Crafts ownership tree →
See the full Crown Crafts brand portfolio (5) →
Other brands owned by Crown Crafts
Crown Crafts controls 5 brands on Brandtree, 3 of them in personal care & beauty.
Also in personal care & beauty
Other brands in baby feeding & nursing, and who owns them
The 14 brands in baby feeding & nursing on Brandtree belong to 6 owners. The largest is Artsana, with 5; Crown Crafts has 3.
About the owner: Crown Crafts
Crown Crafts is a publicly listed company headquartered in Gonzales, Louisiana, United States, founded in 1957. Brandtree records 5 brands under its control, and it is listed as NASDAQ: CRWS.
Crown Crafts sells infant, toddler and juvenile products, including bedding, bibs, toys, plush, diaper bags and feeding products, through two wholly owned subsidiaries, NoJo Baby & Kids and Sassy Baby. The company was formed in Georgia in 1957 and is based in Gonzales, Louisiana. Its 10-K says licensed products made up 52% of gross sales in fiscal 2026, 23% of them under licences from Disney affiliates.
Crown Crafts: full profile, brands and acquisition history →
🇺🇸 Sassy and other American brands
Brandtree records a controlling owner for 2,399 brands that began in the United States. 461 of them (19%) are now controlled by a company headquartered in another country; Sassy is not one of them.
Frequently asked questions
Who is the parent company of Sassy?
The parent company of Sassy is Crown Crafts, a publicly listed company headquartered in the United States.
Is Sassy American?
Yes. Sassy originated in the United States and its owner, Crown Crafts, is also headquartered in the United States.
Is Sassy still owned by Crown Crafts?
Yes. As of 10 October 2026, Sassy is still owned by Crown Crafts. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Crown Crafts, Inc. Annual Report on Form 10-K filed 2026-06-24 — SEC EDGAR, SEC Form 10-K, published 24 June 2026; retrieved 6 October 2026.
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