Firm's travel portfolio to be sold under Munchkin and Lindam brands in UK and mainland Europe.

US: Munchkin expands with BRICA acquisition

Munchkin has acquired BRICA, merging its travel portfolio with its infant categories in the UK and mainland Europe.

BRICA is based in North Carolina and has a 20-year heritage in developing ‘smart solutions’ for parents. Its current portfolio includes more than 50 items such as Baby In-Sight Mirrors, Stretch-to-Fit Sunshades and Snack Pod with Quick Attach.

With the number one market share position in travel accessories, BRICA has recently expanded into new categories including stroller accessories, in-home accessories, bath products and nursery accessories.

"BRICA shares the same DNA as Munchkin, as both companies are passionate about bringing innovation to every category," said Steven Dunn, CEO of Munchkin. "These days you can’t leave home without seeing a BRICA sunshade or mirror in a passing car window.

"Combining the Munchkin and BRICA travel portfolios creates a category-leading statement, enabling us the opportunity to work with our key customers to fuel overall category and market share growth."

Bryan Miller, CEO of BRICA, added: "Joining Munchkin allows BRICA the scale and resources to accelerate its growth, while increasing its development of new and innovative products."

About dt-admin

Check Also

Mattel unleashes Jurassic World Dominion toy range on London to mark National Dinosaur Day

To celebrate National Dinosaur Day on Sunday 15 May, Mattel has unveiled fun new research …