Basic Fun!, purchased all assets of Playhut Inc., the California toy company that produces the EZ Twist line of indoor and outdoor play structures. Founded in 1982, Playhut introduced products that aim to enhance imaginative and educational play. The company’s EZ Twist design system allows for instant setup and foldaway storage of lightweight popup environments including playhouses, tents, tunnels, and games.
“We believe that Playhut is the brand of choice for indoor and outdoor play structures,” Jay Foreman, CEO of Basic Fun!, says “The company is well known for innovation and quality by consumers, retailers and licensors. They ran into serious troubles navigating the challenging retail environment between the bankruptcy of Toys “R” Us and the fight at retail between brand and price. It’s our mission to reinvigorate Playhut and return the brand to its position as the leader in this very important micro category within the kids’ products space.”
Part of its business model, Basic Fun! acquired numerous toy brands, including its namesake Basic Fun, Uncle Milton, K’NEX, and now, Playhut. The company is in the midst of a robust growth strategy designed to build scale and sustainability through organic growth and acquisition.