Alex Brands has acquired French toymaker Juratoys, marking the toy company’s first move into Europe. Juratoys, the parent company of European toy brands Janod and Kaloo, is based in Orgelet, France, and has offices in the U.K., the U.S., Hong Kong, and China. The news was reported by Propel Equity Partners, which backs Alex Brands.
Throughout November, Saks Fifth Avenue Toy Boutique featuring Babar will take center-stage within the children’s department in the flagship New York City location and 21 other Saks locations nationwide. The boutiques will feature a range of exclusive new high-end products that bring the charm of the original Babar books to life.
New York’s largest independent children’s bookstore, Books of Wonder, will be transformed into “Babar Central” this holiday season to celebrate Babar’s birthday in a variety of ways. Some of the planned festivities include special store windows dedicated to Babar and his birthday, a Babar book signing by author and illustrator Laurent de Brunhoff, Babar story times throughout the month, and an auction of rare Babar silkscreened prints with proceeds to benefit Reading Is Fundamental.
As part of all the birthday activity, the look and feel of the vintage Babar brand will be showcased in a range of new products set to launch at specialty toy and book stores nationwide this holiday season. From board books and games to puzzles, plush, and pajamas, the upscale collection of Babar products will mark the brand’s widespread reemergence at retail after more than ten years, paving the way for a whole new generation of fans and allowing those who grew up with Babar to share the magic of the regal yet relatable character and his imaginative adventures with their own young charges.