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Two groups of industry veterans will unite as one.

Miami-based Carve Communications is acquiring New Jersey-based Freeman Public Relations. The deal, which is set to close on November 1, 2024, will see Carve acquire the Freeman PR brand name, its full roster of clients, and a team of seven employees.

Carve, a decade-old agency known for its B2B and B2C public relations practices, will expand its reach across the consumer space with strength in toys, collectibles, technology, pets, and beyond.

Being in a position to acquire such a storied agency as Freeman is a highlight of my career and of the last 10 years of Carve Communications. Freeman’s success with industry-leading and entrepreneurial consumer brands is truly impressive. But this is more than about adding clients and revenue. The real win for Carve is the addition of their highly experienced team to our current Carvers [who are] committed to being a partner to our clients. We’ll all continue to be in the same boat, row in the same direction, and at the same speed to achieve success.”
— David Barkoe, CEO and Founder of Carve Communications

Backstory

Since its founding, Carve has grown from the agency of record for the South Florida startup community into a business executing sustainable PR strategies for a global client base. Using the proprietary Carve Scoring System to measure the value of media coverage, the agency tracks retail sell-through, website traffic, and other metrics. Current toy industry clients include Learning Resources, Educational Insights, hand2mind, Upper Deck, Droyd, and more.

Freeman PR was the successor to Gerald Freeman, Inc., an agency founded in 1955. Bruce Maguire, President and Owner of Freeman PR, joined the company in 1980 and oversaw the agency’s rise to becoming one of the most prominent agencies in the toy industry, representing brands like Mattel, Fisher-Price, Playmobil, and others. In the mid-1990s, the agency received acclaim for its work launching one of the most successful toys of all time, Tickle Me Elmo.

Perfect Timing

I’ve received numerous acquisition inquiries from agencies over the years, but Carve offered the absolute best fit at the right time for our client partners and the Freeman team. Carve is the ideal agency to take Freeman and our clients into the future. Their strong leadership, cutting-edge services, and talented team will enhance the skills and experience of the Freeman team. I’m proud of what our team has accomplished and thrilled that they and our clients will join Carve.”
— Bruce Maguire, President and Owner, Freeman PR

Following the acquisition, David Barkoe will remain CEO of Carve Communications. Bruce Maguire will join Carve Communications as a consultant for six months to assist in his team’s transition. Scott Goldberg will remain Managing Director and Executive Vice President of Carve Communications, overseeing all staff and accounts. Amy Friedland and Maria Habermann will join Carve Communications as Executive Vice President and Vice President, respectively, to lead the now-former Freeman accounts and other future clients at the agency.

We’re not another toy agency. We’re not a tech agency. We’re not a B2B enterprise agency either. Instead, this acquisition elevates our leadership position as an agency that’s singularly focused on quality results that matter. The synergies are obvious. Both agencies have succeeded with industry leaders and growth stage brands by providing senior level superior talent, a partnership approach, and a dedication to never settling.”
— Scott Goldberg, Managing Director of Carve Communications

Over the past four years, Carve has diversified and expanded its client roster and service offerings to include media relations, advocate and influencer relations, executive thought leadership, event marketing and execution, affiliate partnerships, content development, media training and more.

“I want to congratulate Bruce and the team on what Freeman has accomplished,” Barkoe adds. “I couldn’t think of a better way to celebrate our 10 year anniversary than to be acquiring a great team

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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