Cra-Z-Art, a New Jersey-based manufacturer of toys, activities, arts, and school supplies, has acquired Top Secret Toys. Cra-Z-Art, which celebrated its 100th anniversary in 2023, continues to grow with this strategic investment to expand its footprint in both domestic and international markets.
Founded in 2015 in Chicago, Top Secret Toys is a trusted name in the toy industry with its popular Dissect-It, Giga Pet Brands and Spin Pop brands. Known for delivering toys that blend creativity, education and fun, Top Secret Toys has earned the trust of both children and parents alike. The company’s diverse portfolio spans categories such as flying toys, STEM activities and games.
“We are thrilled to welcome Top Secret Toys to the Cra-Z-Art family,” says Lawrence Rosen, chairman of Cra-Z-Art. “This acquisition aligns perfectly with our vision of becoming a global leader in creative and educational play. Top Secret Toy’s commitment to innovation and quality is a perfect fit with Cra-Z-Art’s values, and together we will continue to push the boundaries of creativity in the toy industry.”
The acquisition of Top Secret Toys will enable Cra-Z-Art to expand its product offerings and reach a broader audience. By combining Top Secret Toys’ innovative approach with Cra-Z-Art’s strong market presence, the company aims to introduce even more diverse products to consumers worldwide. This partnership will complement Cra-Z-Art’s existing best-selling brands, such as RoseArt art supplies and puzzles, Shimmer ‘n Sparkle craft and activity sets, Cra-Z-Slimy and Softee Dough, along with other properties such as Snoopy Sno Cone Machine, Magna Doodle and Disney Crystal Surprise.
Top Secret Toys will retain its unique identity and heritage of its product lines while benefiting from Cra-Z-Art’s distribution network, manufacturing expertise and marketing resources.
