Alex acquires bath toy line from Big Boing
Staff -- Kids Today, 3/1/2006
Northvale, N.J.— Toy manufacturer Alex has acquired Big Boing's line of award-winning bath toys, including Tub Tunes, Bath Time Adventures and Art Foams. In addition, Big Boing is developing four new products for Alex.
Alex's CEO, Nurit Amdur, said that the acquisition of the line is a natural addition to Alex's Rub a Dub line of bath products and will enhance and solidify the company's leadership in the bath category.
"Alex will take (these products) to the next level," said Matthew Brown, CEO of Big Boing. "Big Boing is best at finding new market needs and then creating innovative playthings with large growth potential."
Big Boing launched in 2004 with six lines of playthings, and is currently developing new kid-focused brands with key partners.
Its Tub Tunes product brings music exploration to children's bath time with a variety of instruments designed for the tub. Bath Time Adventures are 3-D floating foam play sets for the tub, and Art Foams are colorful foam cutouts that cling to the bathtub and tiles when wet.
