MindwareLogoMindWare, a wholly owned subsidiary of Oriental Trading Company, a Berkshire Hathaway business, acquired Peaceable Kingdom. This marks MineWare’s first acquisition since its beginning in 1990. Financial terms of the transaction were not disclosed.

Peaceable Kingdom, headquartered in Berkeley, Calif., is known for its cooperative games. Its collection also includes diaries and stationery, stickers, temporary tattoos, cards and valentines.

Peaceable Kingdom was started in 1983 by the family of Clement Hurd, illustrator of “Good Night Moon,” to produce posters and stationery based on classic children’s book illustrations. The family of most recent Peaceable Kingdom president, Donna Jaffe, bought the company from the Hurds in 2000. Jaffe, along with a management team, will stay on board to help with the transition process.

The collection will be available for direct purchase on MindWare.com beginning Monday, Sept. 18. Wholesale customers can work with MindWare Wholesale immediately.

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.