Source: Alex Global Products/The Toy Book

The assets of Alex Brands have been acquired by Out There First.

Alex Global Products is the new name of the company that will serve as the home of popular brands including Alex Toys, Backyard Safari, Ideal, Poof, Scientific Explorer, and ZOOB. The announcement follows the May 12 Alex Brands auction, out of which Slinky and Shrinky Dinks were acquired by Just Play.

The new company is being led by Managing Director Keith Gammon, an industry vet with experience at Little Tikes and Mattel. Most recently, Gammon served as executive vice president of sales at Alex Brands.

“We are very excited to be joining the Out There First family of companies,” says Gammon. “For decades, our iconic portfolio of brands has created a fun, learning environment for children of all ages. There is a strong cultural fit between our two companies, we are excited to leverage our world-class talent with the buying power and operational efficiencies of Out There First to drive strong revenue and profitable growth.”

Prior to its closure and rebirth, Alex Toys grew through acquisitions, including legacy brands such as Ideal and Poof.