Source: The Nacelle Co./Time Inc/The Toy Book

The Nacelle Co. is on a roll as the studio behind Netflix’s The Toys That Made Us and The Movies That Made Us, Behind The Attraction for Disney+, and the multiplatform A Toy Store Near You continues its expansion into toys and publishing.

The Toy Book can exclusively reveal that The Nacelle Co. has acquired the Marx Toys brand from Jay Horowitz of American Classic Toy and has plans to revamp and revitalize the company, its name, and some of its iconic properties. Immediate efforts include books and lifestyle products while film and TV projects loom on the horizon.

“With this deal, we’re honoring the rich history of Marx Toys by reviving the iconic American toy brand and introducing their wonderful creations to a new audience,” says Brian Volk-Weiss, founder and CEO, The Nacelle Co.

Prior to its bankruptcy in 1980, the Marx Toy Co. was a force in the toy industry for decades with co-founder Louis Marx appearing on a 1955 cover of Time magazine where he was dubbed “The Toy King of America.” The company released many iconic toys that are still available today, including The Original Big Wheel, Rock ‘Em Sock ‘Em Robots, and The Great Garloo. At the heart of Marx’s success was the idea that quality toys could be mass-produced and sold at a low cost. Louis Marx was the first inductee into the Toy Industry Hall of Fame in 1985.

Related: Exclusive: The Nacelle Co. Acquires Revell’s Power Lords Brand; Plans Toys, Comics, Animated Series

“I am proud to have been a part of the Marx Toy legacy for 40 years and look forward to Nacelle’s revamping and promoting of the Marx Toy legend — known as the world’s largest toy company during most of the 20th century — to the new generation,” says Jay Horowitz.

In recent months, The Nacelle Co. has acquired ’80s brands, including Ideal Toys’ Robo Force and Revell’s Power Lords, and inked a deal with Super7 to create a new animated series based on SilverHawks. Nacelle already has deals in place with Funko and Super7 to produce toys and ancillary merchandise based on several recently acquired franchises.

Additionally, development is underway for several new TV series inspired by classic brands in the growing Nacelle Co. portfolio and production is underway on a documentary film about the Beanie Babies craze of the late 1990s.

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.