Cra-Z-Art owner LaRose Industries acquires Mattel’s Arts, Crafts and Stationery business

LaRose Industries, the owners of the Cra-Z-Art brand a globally revered name in the classic toy, arts and crafts, and puzzles space has acquired the Arts, Crafts, Stationery (AST) business from Mattel.

The deal includes the popular RoseArt and Rose Moon brands as well as the rights to produce and sell all associated products including iconic brands such as Fun Dough and Fuzzy Posters.

An important milestone for the US-based LaRose company, the acquisition 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, and Mega Bloks was subsequently purchased by Mattel.

The new agreement also covers the Rose Moon factory in Tennessee, recognised as America’s largest pencil factory. The acquisition of the facility will now help LaRose’s goal of increasing production of goods made in the USA.

Meanwhile, Lawrence Rose’s own Cra-Z-Art business has quickly become a leader in classic toys and school supply products. The company produces and globally markets itesm including Arts and Crafts kits, Kodak Jigsaw Puzzles, Art Supplies, Cra-Z-Loom, Softee Dough, Shimmer and Sparkle Girls Activity Kits, Disney arts and crafts, and more.

The firm recently opened an international sales office in the UK to support its increased international growth.

“I couldn’t be more excited to have the legendary RoseArt name back in the family. I spent over 30 years imagining and building this brand alongside my father Sydney and brother Jeffrey, and I am so happy to call it my own once again,” said Rosen.

“My grandfather started RoseArt and since then, the company has created tens of thousands of nostalgic toys, games, and crafts that resonate with kids and families throughout the world. These items stand for quality, and like all of our great products, the RoseArt brand will allow kids to be creative and explore a fun world of imaginative play.

“Of course, RoseArt is also a perfect complement to our current popular arts and crafts segment.”

RoseArt and associated items will be available at major retailers and specialty stores.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. 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 robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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