Alex Brands, a leading maker of children’s toys and creative products, experienced tremendous growth in 2015 with the assistance of Kramer Levin on two transformative transactions: the cross-border acquisitions of France-based Juratoys and Hong Kong and New Jersey-based Buzz Bee Toys.
Juratoys is the parent company of two well-known European toy brands, Janod and Kaloo. Founded in 1970, Janod is France’s leading wooden toy brand, with a long tradition of designing award-winning learning toys, role-play toys and building sets. Since 1998, Kaloo has grown into a leader in plush products that use high-end fabrics and innovative themes. With offices in France, the United Kingdom, the United States, Hong Kong and China, Juratoys helps Alex Brands continue its growth trajectory and expand its consumer reach in both domestic and international markets. Kramer Levin’s New York and Paris offices provided seamless global representation in the matter. The acquisition of Buzz Bee Toys complements Alex Brands’ growing collection of indoor and outdoor active and pretend play products, which includes Air Warriors, Water Warriors and Ruff Stuff. Kramer Levin led the transaction, working closely with local counsel in Hong Kong.
Kramer Levin has been the go-to counsel for Alex Brands since its parent company’s acquisition of Poof-Slinky in 2012. We subsequently provided representation in the strategic acquisition of Alex Toys and several other domestic and international toy companies. Today, the company’s global family of brands includes Alex Toys, Poof, Slinky, Scientific Explorer, Ideal, Zoob, Backyard Safari, Zillionz, Citiblocs, Shrinky Dinks, and Janod, Kaloo and Buzz Bee Toys.