TOMY International Acquires Fat Brain Toys

Source: the Toy Book

Illinois-based TOMY International Inc., the subsidiary of TOMY Co. Ltd., acquired Nebraska-based Fat Brain Holdings LLC.

In recent years, Fat Brain Toys has gained acclaim for its expansive line of toys and games that are sold at retailers around the world and through its direct-to-consumer platform.

“We are delighted to welcome Fat Brain to the TOMY family,” says Pete Henseler, president of TOMY. “The Fat Brain team has done a fantastic job of developing wonderful toys and games that fit with the TOMY mission to ‘Make the World Smile.’ Since its launch as a direct-to-consumer brand over 17 years ago, Fat Brain has continued to grow by staying focused on developing and selling innovative children toy and game products through a multi-channel distribution network, while always keeping consumers at the center of everything they do. We look forward to working with the team at Fat Brain to continue to bring even more great Fat Brain-branded products to families around the world.”

Fat Brain Toys receiving an ASTRA Excellence Award | Source: ASTRA

“It’s truly gratifying to join forces with TOMY and its nearly 100-year heritage of toy innovation,” says Mark Carson, president, and co-founder of Fat Brain Toys. “We can’t wait to welcome a new wave of families to our unique toys and ‘Smarter Way to Play.”

At TOMY, Fat Brain Toys joins a portfolio of brands that includes Lamaze, The First Years, Ertl, Johnny Lightning, and more.

About the author

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.