Toy market news

LaRose Industries acquires AST business from Mattel


LaRose Industries, LLC, d/b/a Cra-Z-Art, a prime manufacturer and global leader in classic toy, arts and crafts kits, puzzles, and school supplies, announced the acquisition of the Arts, Crafts, Stationery (AST) business from Mattel. This includes the popular RoseArt and Rose Moon brands and the rights to produce and sell all associated products including premium USA Gold and USA Titanium pencils, and Scribble Stuff that will anchor the new writing instrument division.

Other items include iconic brands such as Fun Dough and Fuzzy Posters. The agreement also includes the Rose Moon factory in Lewisburg, Tennessee, America’s largest pencil factory. The production facility will help LaRose’s goal of significantly increasing production of goods made in the U.S.A.

The purchase is an important and celebratory milestone for LaRose and Lawrence Rosen as it reunites the RoseArt brands with the Rosen family. RoseArt was founded in 1923 by Isidor Rosen and eventually led by Lawrence Rosen, the third generation of the family. The company was sold to Mega Bloks in 2005. Mega Bloks was subsequently purchased by Mattel.

After successfully leading the sale of his family’s toy company, Lawrence Rosen found that he couldn’t stay away from the industry he loved, so he started Cra-Z-Art – the family has been in the toy industry for over 97 years. Cra-Z-Art has grown quickly in sales, becoming a leader in classic toy and school supply products. The company produces and globally markets such popular toy items as Arts and Craft kits, Kodak Jigsaw Puzzles, Art Supplies, Cra-Z-Loom, Softee Dough, The Real Cotton Candy Maker, Shimmer and Sparkle Girls Activity Kits, Disney arts and crafts, and Nickelodeon compounds. The company recently opened an international sales office in England to support increased international growth.

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