Propel Equity Partners Acquires ALEX

Propel Equity Partners, a private equity firm focused on investing and creating value in consumer brands, has acquired ALEX, maker of children’s creative products.

ALEX joins the POOF-Slinky family of brands, which includes Slinky, POOF, Ideal, Scientific Explorer, and Fundex Games on the Propel Equity Partners roster of toy brands. POOF-Slinky Inc. was acquired by Propel Equity Partners in last July, and Fundex Games was acquired in December.

The combined strength of the two companies, along with an emphasis on customer-development and brand-building, will continue to fortify the brands’ presence. Broadened distribution and intensified consumer communications will drive availability of, and desire for, ALEX products among more households across the U.S. and worldwide. [Read more...]