Alpha Group acquires Baby Trend - ToyNews

Alpha Group acquires Baby Trend

‘Acquiring Baby Trend will allow us to bring our innovative technology and outstanding intellectual properties into a whole new category,’ says Alpha’s Wang Jing.
Author:
Publish date:
0 alpha logo.jpg

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.” 

Related

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.