Just Play Acquires Slinky and Shrinky Dinks Brands

Slinky and Shrinky Dinks live on | Source: Just Play/The Toy Book

A pair of iconic toy brands have a new home.

Following the sudden disappearance of Alex Brands and the auction of its assets this spring, Just Play has acquired Slinky and Shrinky Dinks. New products from both brands will arrive at retail this fall, just in time for the holiday season.

Alex Brands’ initial concept for a 75th Anniversary Slinky circa Toy Fair 2020

“For 75 years, Slinky has been one of the most popular and recognizable playthings around the world,” says Charlie Emby, co-president of Just Play and Toy Association board member. “We look forward to bringing this cherished product, along with the popular Shrinky Dinks, to new generations of kids.”

At Toy Fair New York in February, a celebration for Slinky’s 75th anniversary began with plans that would ultimately be paused due to the arrival of the COVID-19 pandemic and the closure of Alex Brands. Now, Just Play is giving the historic brand its due by launching the 75th Anniversary Slinky collection in August. The company plans to honor the legacy of the American-made toy by continuing the milestone anniversary celebration with a return to Toy Fair New York next February.

Additionally, Just Play is reopening the Hollidaysburg, Pennsylvania facility where Slinky and Shrinky Dinks are produced and is rehiring employees to maintain American jobs and manufacturing.

More than 250 million Slinkys have been sold since the toy was first introduced to Christmas shoppers at the Gimbels department store in Philadelphia in 1945. Shrinky Dinks was invented in 1973 by two Wisconsin moms who created it as a Cub Scouts project. The brand became a household name in the 1980s and has been a staple of play ever since.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book and Co-President of The International Toy Magazines Association (ITMA). He is also 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), New York Comic Con, 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.