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.

About the author

Phil Guie

Phil Guie

Phil Guie is an associate editor at Adventure Publishing Group. He writes and edits articles for The Toy Book and The Licensing Book. Phil also serves as lead editor for The Toy Book Blog and The Toy Report newsletter, and manages social media for The Toy Book. But of course, Phil’s pride and joy are his weekly reviews for The Toy Insider, in which he writes about video games, movies, and other cool things. His hobbies include comics, baking, fidgeting, and traveling to off-the-beaten places and making new friends.

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