Iconic novelty toy and activity kits to be incorporated into ALEX BRANDS family of brands
Fairfield, NJ, December 17, 2014 – ALEX BRANDS® announced today that ShrinkyDinks® has joined its family of brands, which includes ALEX TOYS® , POOF®, SLINKY®, SCIENTIFIC EXPLORER®, IDEAL®, ZOOB®, BACKYARD SAFARI®, ZILLIONZ® and CITIBLOCS® .
Invented in 1973, ShrinkyDinks is a globally recognized toy brand offering a wide variety of toy and activity kits based upon plastic sheets that can be cut and colored and then hardened in an oven into various shapes. ALEX BRANDS currently licenses the ShrinkyDinks brand.
“Our line of ShrinkyDinks licensed products has been an important part of our offerings and a natural extension of our arts and crafts activity play pattern toys,” said Neil Friedman, President and CEO, ALEX BRANDSTM. “This is a great opportunity to add yet another iconic toy brand to our roster and advance our mission of encouraging active play and fostering creativity and imagination.”
The collective ALEX BRANDS™ portfolio, sold worldwide, includes more than 2,000 products spanning the diverse categories of games, science kits, preschool and infant toys, construction sets, craft activity kits, art supplies, bath toys, Made in the USA foam sports balls, and the iconic SLINKY®.
ALEX BRANDS® is a portfolio company of Propel Equity Partners, a private equity firm focused on investing and creating value in leading consumer brands. Propel Equity Partners acquired POOF-SLINKY® in July 2012, FUNDEX GAMES® in December 2012, ALEX TOYS® in May 2013, ZOOB® in September 2013, and Summit Products LLC and CITIBLOCS® in May 2014. Additionally, the ALEX BRANDS® family includes CADACO®, acquired in 2010, and SCIENTIFIC EXPLORER® and FUZZOODLES, acquired in 2011.