Oriental Trading Company Acquires MindWare

Oriental Trading Company Inc., a direct retailer of value-priced party supplies, arts and crafts, toys, novelties, and school supplies, has acquired MindWare Holdings Inc., a manufacturer, wholesaler, and direct retailer of “brainy toys for kids of all ages” based in Minneapolis, Minn. Oriental Trading Company is a Berkshire Hathaway company with headquarters in Omaha, Neb.

Over half of MindWare’s revenue is generated from exclusive, proprietary toys, games, and books the company has created. During the past two years, MindWare’s proprietary products received 46 awards from nine different parenting organizations and publications. MindWare products are sold via the company’s catalogs and website, as well as by specialty and mass market retailers and internationally through distributors in more than 35 countries. Select MindWare products, including the game Qwirkle, will appear in Oriental Trading’s catalogs and website this holiday season.

About the author

Ali Mierzejewski

Ali Mierzejewski is the editor-in-chief at The Toy Insider and The Pop Insider. With more than a decade of industry experience, Ali is a trusted source for parents, gift-givers, manufacturers, retailers, and more on the latest trends and hottest products. Whether you’re shopping for the best toys for kids — or looking for the latest in geek culture and entertainment for yourself — Ali’s expertise has you covered. When she’s not building LEGO sets or unwinding with a puzzle, Ali is obsessing over the latest season of The Bachelor, scrolling through Gritty’s Twitter, or rewatching The West Wing (for the 100th time). She is also a self-proclaimed expert on the history and lore of the entire Bachelor franchise. Ali has been featured on TODAY, The Wendy Williams Show, Yahoo Finance, Fox & Friends, HLN, The Weather Channel, ABC World News Now, and more. You can follow her on Instagram @hashtagtrendy.