PE-backed ALEX BRANDS buys Shrinky Dinks

ALEX BRANDS, a portfolio company of Propel Equity Partners, has acquired toy brand Shrinky Dinks. No financial terms were disclosed.


FAIRFIELD, N.J.–(BUSINESS WIRE)–ALEX BRANDS® announced today that Shrinky Dinks® has joined its family of brands, which includes ALEX TOYS® , POOF®, SLINKY®, SCIENTIFIC EXPLORER®, IDEAL®, ZOOB®, BACKYARD SAFARI®, ZILLIONZ® and CITIBLOCS®.

Shrinky Dinks® is a globally recognized toy brand offering a wide variety of products and play patterns based upon plastic sheets that can be cut, colored and then shrunk and hardened into an endless amount of original designs. Shrinky Dinks® has been providing decades of fun and amazement for girls and boys around the world since its invention in 1973. ALEX BRANDS® historically licensed the Shrinky Dinks® brand for use in the ALEX TOYS® product line. Shrinky Dinks® joins a growing collection at ALEX BRANDS® of Made in USA products including POOF® foam balls and many SLINKY® products.

“Our selection of Shrinky Dinks® licensed kits has been an important and successful part of our product line,” said Neil Friedman, President and CEO, ALEX BRANDS®. “This acquisition is a great opportunity to further leverage the Shrinky Dinks® brand and play pattern across many of our toy lines. We are also proud to add yet another Made in the USA offering to our product portfolio.”

The collective ALEX BRANDS® toy line, sold worldwide, includes more than 2,000 high quality products spanning the diverse categories of preschool and infant toys, games, magic sets, seasonal toys, role play items, science kits, construction sets, craft & activity kits, bath toys, art supplies and Made in USA products from both POOF® and SLINKY®.

ALEX BRANDS® is a portfolio company of Propel Equity Partners, a private equity firm focused on investing and creating value in leading consumer brands. Propel Equity Partners acquired POOF-SLINKY® in July 2012, FUNDEX GAMES® in December 2012, ALEX TOYS® in May 2013, ZOOB® in September 2013, and Summit Products LLC and CITIBLOCS® in May 2014.


The ALEX BRANDS® family includes some of the most highly recognizable and award winning toys in the industry. ALEX TOYS® provides high quality toys, art supplies and craft activity kits that inspire creative expression in children of all ages. POOF® is the world’s leading brand of foam sports balls, many of which are Made in USA. SLINKY® has been the icon of classic fun and a quintessential childhood toy since 1945. SCIENTIFIC EXPLORER® is the industry leader in children’s educational activity-based science kits. The IDEAL® brand is an emblem of nostalgic fun encompassing a wide variety of games, activity kits, magic sets and classic toys. Award-winning ZOOB® building sets are designed to move after they are put together, allowing for truly interactive creations. BACKYARD SAFARI® is the leader in essential field gear for outdoor role play and exploration. ZILLIONZ® has been helping kids better understand the value of money for almost 20 years. CITIBLOCS® is a line of high-quality, precision cut wood construction blocks. For more information about ALEX BRANDS®, please visit

About Propel Equity Partners
Propel Equity Partners, LLC is a private equity firm focused on investment in branded consumer products businesses. Based in Greenwich, CT, Propel Equity Partners provides its portfolio companies with strategic and operational support to enable more efficient operations and accelerated sales growth. The firm believes in building value by partnering with existing management teams and by energizing brands and invigorating new product innovation. For more information visit