Justin Nihiser, Barry Gibson, and Matt Rogers have announced their majority acquisition of WonderPlay Brands, the parent company of Kidcreate Studio, a national youth enrichment franchise focused on art, creativity, play, and childhood development.
Kidcreate Studio operates a nationwide network of studios that deliver hands-on art and science programming, including project-based classes, camps, parties, and workshops for children and families. The brand has built loyalty among parents through its accessible studio model, consistent experience, and emphasis on fostering creativity, confidence, and joy in young learners.
Under the new ownership group, WonderPlay Brands will continue operating with its existing curriculum and studio model. President Mark Nicpon and Founder and Chief Creative Officer Lara Olson will remain in leadership roles. The new owners plan to enhance shared services, improve marketing systems, and implement clearer franchise development strategies.
Near-term priorities include strengthening franchise performance, driving disciplined expansion into high-potential markets, and building scalable operational playbooks to support long-term growth. The acquisition aligns with the group’s broader strategy of partnering with established, founder-led youth enrichment concepts and scaling them into institutional-quality platforms while preserving brand integrity and customer experience.
Justin Nihiser, Barry Gibson, and Matt Rogers bring experience across youth enrichment, franchising, finance, and brand-led growth. Nihiser previously led nationally scaled franchise brands including Code Ninjas, Brain Balance, and School of Rock, overseeing the sale and development of more than 300 locations. Gibson contributes global financial leadership and youth enrichment CFO experience, while Rogers adds senior-level expertise in marketing, brand building, and market expansion. Together, the group aims to scale proven youth-focused concepts with operational rigor and measurable impact for families.
Founded in 2008 in Eden Prairie, Minnesota, Kidcreate Studio began as a single neighborhood art studio and has grown into a nationwide franchise network offering developmentally appropriate, project-based art and science programming in studio environments across the United States.
KEY QUOTES:
“This partnership represents a rare opportunity to steward one of the largest retail-based children’s art franchise platforms in the country. WonderPlay Brands gives us the scale, brand trust, and unit-level momentum to meaningfully elevate youth art enrichment in the U.S., not just by growing locations, but by investing in exceptional programming and the ongoing development of modern, differentiated curriculum. Our goal is simple: serve more families, in more communities, with a creative experience that is both developmentally thoughtful and operationally excellent.”
Justin Nihiser, Majority Owner
“The business benefits from a straightforward model and a franchise system that is well-positioned for expansion. By investing in infrastructure, franchisee support, and financial rigor, we see a clear path to improving unit economics and building durable enterprise value.”
Barry Gibson, Majority Owner
“Parents choose WonderPlay because it delivers meaningful experiences, not just childcare or entertainment. We’re excited to sharpen the brand narrative, elevate marketing execution, and ensure that the experience, from first touch to in-studio delivery, reflects the quality families expect.”
Matt Rogers, Majority Owner
“From the beginning, my goal has been to make high-quality art and science enrichment accessible to as many children as possible. This partnership allows us to scale that mission alongside a group that shares our passion, values, and belief in the impact of what we do. It represents an important next chapter for the brand, creating the operational support and strategic infrastructure needed to expand thoughtfully while staying true to the core experience families have come to love.”
Lara Olson, Founder And Chief Creative Officer, WonderPlay Brands
