Alpha Group acquires Baby Trend

The Alpha Group has revealed it has acquired worldwide infant vendor Baby Trend, in an investment worth $94 million.

The new deal will mark Alpha’s first entry into the infant category in North America.

“We are excited to offer safe, educational, and entertaining solutions to infants and their caregivers around the world,” said Wang Jing, VP of The Alpha Group.

“Acquiring Baby Trend will allow us to bring our innovative technology and outstanding intellectual properties into a whole new category, while showcasing our existing expertise in the baby and infant market globally.”

As part of the acquisition, Baby Trend will undergo a brand new re-design, which will see the company take on a new logo and brand identity.

Brad Mattarocci, general manager at Baby Trend, added: “We are eager to begin this new chapter with Alpha Group so we can continue to grow our company and enhance our brand image at home and abroad.

“With Alpha we will expand our range of products and sales areas, including introducing many new juvenile products, significantly increasing our production capacity, as well as extending the coverage of our sales network to international markets.” 

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

Check Also

Are you buying it? Lunchables takes over FAO Schwarz as it claims new title of ‘buildable toy’

Feast your eyes on this, the US snack brand, Lunchables is now a toy. At …