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RANDOLPH, N.J – Cra-Z-Art, a leading U.S. manufacturer and innovator in the toy, activity, art, and school supply industries, has acquired Top Secret Toys. Cra-Z-Art, which celebrated its 100th anniversary last year, continues its trajectory of rapid growth and with this strategic investment, significantly expands its footprint in both domestic and international markets.
Founded in 2015 in Chicago, Top Secret Toys has established itself as 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 and loyalty of both children and parents alike. The company’s diverse product 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," said 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, more varied audience. By combining Top Secret Toys innovative approach with Cra-Z-Art’s strong market presence, the company aims to introduce even more exciting and 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 iconic properties like Snoopy Sno Cone Machine, Magna Doodle, and their latest hit, Disney Crystal Surprise.
Top Secret Toys will retain the unique identity and heritage of its product lines while benefitting from Cra-Z-Art’s extensive distribution network, manufacturing expertise, and marketing resources. Together, the combined strengths of both companies will fuel innovation, accelerate product development, and enhance their presence in key markets, offering endless creative possibilities for young minds.
