Acquisition from Mattel reunites RoseArt brands with Rosen family

Published on: 29th January 2021

LaRose Industries, LLC, owner of the Cra-Z-Art brand, has announced the acquisition of the Arts, Crafts and Stationery (AST) business from Mattel.

The acquisition includes the popular RoseArt and Rose Moon brands and the rights to produce and sell all associated products. The purchase is an important milestone for LaRose and Lawrence Rosen as it reunites the RoseArt brands with the Rosen family. RoseArt was founded in 1923 by Isidor Rosen and eventually led by Lawrence Rosen, the third generation of the family. The company was sold to Mega Bloks in 2005, and Mega Bloks was subsequently purchased by Mattel.

The agreement also includes the Rose Moon factory in Tennessee, America’s largest pencil factory, a production facility that will help LaRose’s goal of significantly increasing production of goods manufactured in the US.

After successfully leading the sale of his family’s toy company, Lawrence Rosen founded Cra-Z-Art, and the company’s success means that the family has now been in the toy industry for over 97 years. Cra-Z-Art has grown quickly to become a leader in classic toy and school supply products, manufacturing and globally marketing Arts and Craft kits, Kodak Jigsaw Puzzles, Art Supplies, Cra-Z-Loom, Softee Dough, The Real Cotton Candy Maker, Shimmer and Sparkle Girls Activity Kits, Disney arts and crafts, and Nickelodeon compounds. The company recently opened an international sales office in Manchester, UK, to support increased international growth.

“I couldn’t be more excited to have the legendary RoseArt name back in the family. I spent over 30 years imagining and building this brand alongside my father Sydney and brother Jeffrey, and I am so happy to call it my own once again,” commented Lawrence Rosen. “My grandfather started RoseArt and since then, the company has created tens of thousands of nostalgic toys, games, and crafts that resonate with kids and families throughout the world. These items stand for quality, and like all of our great products, the RoseArt brand will allow kids to be creative and explore a fun world of imaginative play. RoseArt is also a perfect complement to our current popular arts and crafts segment.”

To find out more about LaRose Industries and Cra-Z-Art, visit


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