China Toy Fair


Alex Brands Opens New Worldwide Headquarters and Distribution Center in N.J.

AlexBrandsAlex Brands is expanding its operational footprint with the opening of a new worldwide headquarters and customer showroom in Fairfield, N.J.; a state-of-the-art distribution center in Woodbridge, N.J.; and expanded warehouse capacity in its Canton, Mich., distribution center.

The company’s new worldwide headquarters in Fairfield, N.J., covers 30,000 square feet, and houses the majority of the senior leadership, sales, marketing, purchasing, and compliance teams. It also features more than 4,000 square feet of showroom space, an in-house design center, and a photography and film studio. Along with fostering a collaborative team atmosphere, the new space will serve as a hub for the company’s product development team.

Alex Brands has also made significant investments in expanding its distribution capabilities, with the new Woodbridge, N.J., distribution center adding 300,000 square feet of space. The facility also provides direct-to-consumer fulfillment capabilities to support the company’s rapidly growing e-commerce initiative.

The company also doubled the warehouse space at its Canton, Mich., distribution center. The new facilities are expected to create job opportunities for local communities in Fairfield, Woodbridge, and Canton.

Propel Equity Partners Acquires Assets of Summit Products, CitiBlocs

Private equity firm Propel Equity Partners has acquired the assets of Summit Products LLC, which include Backyard Safari, Zillionz, Covert Force, Test Pilot, and Stink Bugzzz brands. These lines will be incorporated into the Alex Brands family of toy brands.

In a separate transaction, Propel Equity Partners also acquired CitiBlocs, a line of high-quality, precision cut wood construction blocks. CitiBlocs will also be incorporated into Alex Brands. CitiBlocs builds upon the presence of Alex Brands in the construction category, which already includes Ideal Frontier Logs, Amaze ’n Marbles, Kinderblocks, Fiddlestix, and the Zoob line.

Alex Brands is a family of brands owned by Propel Equity Partners that includes Alex Toys, Poof, Slinky, Scientific Explorer, Ideal, and Zoob. The collective portfolio, sold worldwide, includes more than 2,000 products spanning the categories of games, science kits, preschool and infant toys, construction sets, craft activity kits, art supplies, bath toys, foam sports balls, and the classic Slinky.

Alex Brands Brings Several Toy Industry Companies Together Under One Brand

PrintAlex Toys, POOF-Slinky, and Zoob have come together to form Alex Brands, a family of brands that will include several names in the toy industry, including Alex Toys, Slinky, Scientific Explorer, and Ideal. Alex Brands’ collective portfolio will encompass more than 2,000 products spanning the categories of games, science kits, preschool and infant toys, construction sets, craft activity kits, and more.

The Alex Brands family will be headed by Fred Keller as president, and steered out of Canton, Mich., and Northvale, N.J. Alex Brands is owned by Propel Equity Partners, which acquired Poof-Slinky in July 2012, Alex Toys in May of last year, and Zoob this past September.

At next month’s American International Toy Fair in New York City, Alex Brands will introduce more than 150 new items across all its brands.