The 1980s brought about one of Gund's most prominent branding campaigns, known as "Gotta Getta Gund." The campaign is credited as making Gund one of the most recognized toy companies in the United States. During this decade, Gund also expanded its offering of stuffed bears, releasing its collectible series of bears called the Signature Collection. Each bear was signed by Rita Raiffe, Gund's Director of Design, and sold in limited quantities. In 1986 it released 60 new items, the most ever since the company was formed.