Alex Brands will now be able to utilise Juratoys’ European distribution centres for its US-based toys.

Alex Brands makes EU move with Juratoys acquisition

Alex Brands has made its first move into Europe with the acquisition of French toymaker, Juratoys.

Based in Orgelet, France, Juratoys is the parent company of the European toy brands Janod and Kaloo.

Following the acquisition, Alex Brands will now be able to utilise Juratoys’ European distribution centres for its US-based toys, while the French brand can tap into Alex’s US facilities, allowing for US expansion.

“This is a milestone event for Alex Brands because it has been our goal to become more of a global player and also strengthen our brands,” said Michael Cornell, chairman and chief executive, Propel Equity Group, the backer of Alex Brands.

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