Gund was founded in 1898 by Adolf Gund. He was born in Germany and resided in Norwalk, Connecticut before settling in New York City. He started Gund as a small toy and novelty company which was incorporated under the name Gund Manufacturing Company in 1910. In the early years, Gund used GEE as the company slogan in advertising on product labels. Gund produced its first products in loft factories around New York City. It moved from location to location as it expanded, starting off on Third Avenue and eventually moving to Ninth Street by 1922. The moves were all prompted by the need for larger manufacturing quarters.