Concept

You don’t buy a Gruesli, you adopt it!

In a society of consumerism - where we need to make and spend money, and where we are always treated as numbers, not as human beings - the Gruesli collection was born. Born, to give everyone the opportunity to possess something special and unique that reflects our personality.

Gruesli aren't mass-produced in China, but each is a one-of-a-kind handmade plush character. One-of-a-kind just like each of us, each unique with our special qualities and faults. Each is made with love, solely by Natalia Gianinazzi, reflecting the way in which she sees society.

Each comes with a little ID card that has the name of the Gruesli, and the artist's signature to guarantee its uniqueness. And if you provide your details, you will get the precious official adoption document, signed by Mamma Gruesli herself.

Since 2003 when Natalia Gianinazzi started her project, more than 1000 characters have come to life in Switzerland and have been adopted by people all around the world. Natalia's goal is to create an international family without borders and politics, without racial, class or religious differences. But with humour and love.

Grueslis were the first plush ever auctioned by Christies in New York at a Popculture auction.

“Mamma Gruesli”, Natalia Gianinazzi was born 1978, in Lugano, Switzerland, where she graduated in Graphic Design in 1998. After varied work experience, including 1 year in San Francisco, she settled in Zürich in 2002. She has been developing her project “Gruesli” since 2003. Alongside Gruesli, she works as an independent graphic Designer/Illustrator, likes to have friends over for dinner and loves to discover new places around the world. This passion took her from the Arctic to Patagonia, to Mexico City to work with other artists, to Japan, New Zealand, and many other places.
You can see more of her work at www.natalia-gianinazzi.ch