About Schnerds: plush characters and stories for big feelings

Who created Schnerds?

Brooklyn artist Chris Zaccaria created Schnerds after reflecting on how people connect with themselves, each other and the world around them. A 114 foot mural in Belgrade, painted in 2023, introduced the characters. The herd has since found its way into plush toys, books, music and everyday character gifts.

What does Schnerds stand for?

Being present. Practicing kindness. Loving ourselves and one another for who we are and where we are. Schnerds shares those ideas through play and storytelling, with characters who have their own quirks and feelings. There is room to be different here.

A Schnerd can join a pretend adventure, sit beside a storybook or give a child a character to talk about. Follow the child’s lead. A quiet moment with a toy can simply be a quiet moment with a toy.