Propel Equity Partners Acquires ALEX®

Propel Equity Partners Acquires ALEX®

Propel Equity Partners, a private equity rm focused on investing and creating value in leading consumer brands, has acquired ALEX®, a leading maker of children’s creative products.

ALEX joins the POOF®-Slinky® family of brands, which includes Slinky®, POOF®, Ideal®, Scientific Explorer® and Fundex Games® on the Propel Equity Partners roster of leading toy brands.

“ALEX has developed into a leading lifestyle brand for kids, presenting tremendous opportunities for expansion,” says Michael Cornell, Chairman and CEO of Propel Equity Partners. “This acquisition represents another step in our mission of bringing the most innovative and successful companies in the toy and craft industry under our umbrella.” Founded in 1986 with the creation of a plastic lunch box lled with arts and crafts supplies, ALEX has grown into a preeminent manufacturer of children’s creative products designed to foster personal expression and build self-esteem.

The brand now features more than 1,000 items for all ages, from infants to ‘tweens, and has expanded to include products for imaginative and dramatic play, fashion and jewelry, and bath and outdoor toys.

Related Products