Make it Real x 3C4G

The big year for mergers and acquisitions continues with the pairing of two companies from the creativity and lifestyle space.

Baltimore-based craft and activity company Make it Real acquired tween lifestyle brand Three Cheers for Girls (3C4G). The companies will begin operating as one unit effective Jan. 1, offering customers a complete range of tween lifestyle, creative play, activity, cosmetics, and licensed products.

“3C4G has been a toy and gift industry fixture for years, and we are thrilled to be continuing the legacy of quality, affordable, trendy products that Cinthia [Russiyan] and her team have built under the Three Cheers For Girls brand,” says Isaac Wolman, CEO of Make it Real.

Make it Real is known for its creativity kits that span fashion, jewelry, home decor, and beauty, many of which feature top licenses including Disney and Juicy Couture. The company recently issued a new range of products inspired by Disney’s Frozen 2.

“We have great confidence in Isaac and his team to continue growing 3C4G into an internationally recognized brand,” says Cinthia Russiyan, President of 3C4G. “We are looking forward to working with the Make it Real team and couldn’t be happier!”

Popular products from 3C4G include on-trend items and seasonal assortments including squishy pillows, fashion accessories, makeup, bath fizzies, bags, and more.

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.