US toy brands Alex Toys, Zoob and Poof-Slinky have joined forces to form a new collective brand, Alex Brands.
Under the new identity, the firm will represent some of the most renowned names in the American toy industry, including Alex Toys, Poof, Slinky, Scientific Explorer, Ideal and Zoob.
The collective portfolio, sold worldwide, includes more that 2,000 products spanning the games, science kits, pre-school and infant toys, construction sets, craft activity kits, art supplies, bath toys, Made in the USA and Slinky categories.
Alex Brands president, Fred Keller, said: "Operating as a unified family of brands with a fresh approach to product development, sales and marketing will best support our commitment to providing meaningful growth opportunities for all of our retail partners."
Andy Bailen, executive vic president of merchandising and retail, added: "We can now also enjoy greater sales and marketing efficiencies, which will translate into increased consumer awareness and demand for all of our product lines, which we believe is a big win for everyone.
"We will continue to fulfil a need in the marketplace among retailers and consumers for engaging, creative play that offers a counterpoint to digital and video games, just as our award winning toys have been doing for years."