PlayMonster ‘scales footprint in arts & crafts’ with Ann Williams Group acquisition

The international toy company, PlayMonster has acquired the award-winning craft and activity kits manufacturer, Ann Williams Group in a move that will ‘further scale the company’s footprint’ in the arts and crafts toy sector.

Brands now joining the PlayMonster portfolio as part of the deal, include Craft-tastic, Loopdedoo, Craft Crush, Loopdeloom, and Sticker & Chill. The addition of the Ann Williams business ‘further scales PlayMonster’s footprint’ in the growing arts and crafts sector, a market that has seen a determined growth fueled by the pandemic over the last 18 months.

The acquired brands join the firm’s current portfolio that includes the likes of Spirograph, Colorforms, Latchkits, Face Paintoos, and more.

With wide distribution across key mass retailers, including Target, Nordstrom, Michaels, plus specialty and independent retail channels, Ann Williams has sold millions of kits to generations of inspired makers worldwide.

“The innovation, quality, and attention to detail of Ann Williams’ beautiful products are outstanding and best-in-class within the category,” said Bob Wann, CEO of PlayMonster. “They deliver a wonderful play experience that aligns perfectly with our vision at PlayMonster and demonstrates a nice synergy with our growth following the successful integration of Kahootz over the last year.”

Sheila Wright, founder and president of Ann Williams Group, added: “We’ve been inspiring creativity with innovative craft and activity kits for more than 12 years, driven by the core belief that hands-on activities and creative play are one of the best gifts you can give a child.

“The joy of the experience is so much more than just an activity, and we see those same shared values in all that the PlayMonster team does. We are delighted to become part of the PlayMonster family, continuing to share the magic and possibility of our brands with people everywhere.”

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@biz-media.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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