Propel Equity Partners Acquires Shrinky Dinks
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Propel Equity Partners Acquires Shrinky Dinks

shrinky dinks nf1Alex Brands, a portfolio company of Propel Equity Partners, has acquired the Shrinky Dinks brand of toys.

Shrinky Dinks offers a 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.  Alex Brands has historically licensed the Shrinky Dinks brand for use in the Alex Toys product line.

Alex Brands is a family of brands owned by Propel Equity Partners that includes some of the most iconic brand names in the toy industry.  Owned brands include Alex Toys, Poof, Slinky, Scientific Explorer, Ideal, Zoob, Backyard Safari, Zillionz and CitiBlocs.  Alex Brands is based in Northvale, NJ (www.alexbrands.com).

“Our selection of Shrinky Dinks licensed kits has been an important and successful part of our product line,” said Neil Friedman, President and CEO of Alex Brands. “This acquisition is a great opportunity to further leverage the Shrinky Dinks brand and play pattern across many of our toy lines.”

Propel Equity Partners (formerly MCC Capital Partners) invests up to $50 million of equity in branded consumer products businesses with$10 million to $100 million of revenue and adjusted EBITDAs from $2 million to $20 million. The firm was founded in 2012 and is based in Greenwich, CT (www.propelequity.com).

2014 PEPD • Private Equity’s Leading News Magazine • 12-18-14

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