Just Play plans to expand into arts, crafts and activities categories through the Tara Toy acquisition.

License Global

March 5, 2024

2 Min Read
Just Play Tara Toy logos.
Just Play Tara Toy logos.Just Play/Tara Toy

Just Play, a global toy company, has announced the acquisition of Tara Toy, manufacturer of licensed arts and crafts products. Tara Toy has grown its business over the past 50 years with a robust portfolio of licensed arts and crafts, activities, toys and more. They hold licenses including Disney, Marvel, “Star Wars,” Nickelodeon, L.O.L. Surprise!, Barbie and Hot Wheels. With this acquisition, Just Play will take a strategic step further into these same categories at retailers worldwide beginning in the fall.

“It’s an honor for us to carry on the incredible legacy that Bruce and the Tara Toy team have built over the last nearly 50 years,” says Geoffrey Greenberg, co-chief executive officer, Just Play. “Just Play and Tara Toy are synergistic in many important ways – licensing and retail partners look to us to deliver quality value and speed to market. We are looking forward to welcoming the team from Tara Toy into the Just Play family, seamlessly integrating operational processes and our brand portfolios.”

“One of the main benefits of the acquisition is that it allows Just Play to expand into new product categories,” says Charlie Emby, co-chief executive officer, Just Play. “This addition to Just Play’s portfolio will provide supplemental global growth opportunities, including through our new subsidiaries across Europe, Latin America and Asia.”

Bruce Pearl, chief executive officer, founder, Tara Toy, will continue his role with the company and expresses his gratitude to the team for their contributions to making Tara Toy the company that it is today. Key factors in his decision to sell to Just Play were alignment in core values and that his team would have the opportunity to continue the work they have put so much energy into.

“We have admired Just Play for many years and are excited about Tara Toy’s bright future as we join the Just Play family and grow together,” says Pearl. “We are thrilled that Just Play will maintain U.S.-based staff to support U.S. employment. I would like to give Brian Specht, executive vice president, design and development at Tara Toy, a special nod, he has been a trusted partner and I look forward to his continued contributions.”

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Just PlayNorth America

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License Global

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