PlayMonster expands arts & crafts portfolio

With the category growing 11% in 2020, the toymaker is broadening its crafty brand roster again with the acquisition of the Ann Williams Group.
June 23, 2021

Wisconsin’s PlayMonster has acquired Michigan-based craft and activity manufacturer Ann Williams Group, adding a slew of arts and crafts brands to the toymaker’s portfolio.

The Ann Williams brands, including Sticker & Chill, Loopdeloom and Craft-tastic (pictured), will sit alongside PlayMonster’s existing arts and crafts offerings, Spirograph, Colorforms, Latchkits and Face Paintoos. This acquisition follows significant growth in the category, with data from Statista showing that US retail sales for these activity products increased by 11% to US$1.17 billion in 2020.

PlayMonster made its first international acquisition in 2018 when it picked up UK-based toymaker Interplay. It acquired the assets of kids arts and crafts company Kahootz Toys in 2019, and most recently picked up the BriteBrush electronic toothbrush brand from kidtech company WowWee earlier this year.

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