LaRose Industries Acquires Mattel Arts, Crafts, Stationery Business, Including RoseArt • The Toy Book


RoseArt Crayons | Source: LaRose Industries/The Toy Book

RoseArt is coming home.

LaRose Industries LLC — better known as Cra-Z-Art —acquired Mattel’s arts, crafts, and stationery (AST) business. The deal, which includes the RoseArt and Rose Moon brands, reunites the family business under one roof and the leadership of Lawrence Rosen.

RoseArt was founded in 1923 by Isidor Rosen and eventually led by third-generation toymaker Lawrence Rosen. In 2005, RoseArt was sold to Canada’s Mega Brands — makers of Mega Bloks — which was subsequently purchased by Mattel in 2014. Rosen soon founded Cra-Z-Art and has continued the family legacy which will celebrate 100 years in the toy industry in 2023.

With the acquisition of Mattel’s AST business, Cra-Z-Art will now be the home to products including the USA Gold and USA Titanium Pencils and Scribble Stuff, which will anchor the company’s new writing division. Cra-Z-Art will take control of the largest pencil factory in the U.S.,  Rose Moon in Lewisburg, Tennessee. The move strengthens Rosen’s goal of significantly increasing production in the U.S., which previously got a boost last year with the opening of a new facility in Florida.

“I couldn’t be more excited to have the legendary RoseArt name back in the family,” says Lawrence Rosen. “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. 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. Of course, RoseArt is also a perfect complement to our current popular arts and crafts segment.

The LaRose portfolio currently includes toy and craft items such as Cra-Z-Art arts and crafts kits, Kodak Puzzles, Cra-Z-Loom, Softee Dough, The Real Cotton Candy Maker, Shimmer and Sparkle Girls Activity Kits, Disney arts and crafts, and Nickelodeon compounds.



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