Tomy acquires Fat Brain Toys

Published on: 20th October 2020

The acquisition will expand Tomy's presence in the direct-to-consumer space. 

Tomy International has announced that it has completed the acquisition of Fat Brain Holdings. Fat Brain, located in Elkhorn, Nebraska, is a privately-held developer, marketer and seller of innovative, quality children’s toys, games and gifts.

As a vertically integrated company, Fat Brain operates a state-of-the-art D2C platform and also designs its own line of award-winning toys and games. Fat Brain Toys' products are available at leading retailers around the world and on its website,

“We are delighted to welcome Fat Brain to the Tomy family,” said Pete Henseler, president of Tomy. "The Fat Brain team has done a fantastic job of developing wonderful toys and games that fit with the Tomy mission to 'Make the World Smile'. Since its launch as a direct-to-consumer brand over 17 years ago, Fat Brain has continued to grow by staying focused on developing and selling innovative children toy and game products through a multi-channel distribution network, while always keeping consumers at the centre of everything it does. We look forward to working with the team at Fat Brain to continue to bring even more great Fat Brain-branded products to families around the world.”

"It's truly gratifying to join forces with Tomy and its nearly 100-year heritage of toy innovation," said Mark Carson, president and cofounder of Fat Brain Toys. "We can't wait to welcome a new wave of families to our unique toys and Smarter Way to Play.”


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