ArtCreativity, a global toy and game company, announced it has acquired the iconic Wooly Willy brand from PlayMonster Group, marking a new chapter for one of the toy industry’s longest-standing novelty products.
Originally introduced in the 1950s, Wooly Willy has sold more than 100 million units worldwide and has entertained families for nearly four generations. The magnetic drawing toy remains one of the most recognizable products in its category, known for its simple, creative play pattern that has endured for decades.
Under the terms of the agreement, ArtCreativity will take ownership of the Wooly Willy brand from PlayMonster Group. Financial terms of the transaction were not disclosed.
The acquisition aligns with PlayMonster Group’s broader strategic focus while positioning ArtCreativity to expand the brand’s global reach and product development. ArtCreativity said it plans to build on Wooly Willy’s legacy through thoughtful innovation while maintaining the simplicity and creativity that have defined the brand since its launch.
KEY QUOTES
“We’re proud of the legacy Wooly Willy represents. ArtCreativity has a strong track record of building and evolving classic brands, and we believe they are the right partner to carry Wooly Willy forward.”
Jonathan Berkowitz, CEO, PlayMonster Group
“This transition aligns with our strategic focus while ensuring the brand continues to grow under a team dedicated to expanding its reach.”
Bryan Margner, CFO, PlayMonster Group
“Wooly Willy has truly stood the test of time. For nearly four generations – and with over 100 million units sold – it has already earned its place in toy history. We’re excited to build on that legacy with thoughtful innovation while preserving the simplicity and creativity that made it iconic.”
Shimon Ekstein, President, ArtCreativity
