ArtCreativity Takes Over the Iconic Wooly Willy Brand from PlayMonster Group

ArtCreativity Acquires the Classic Wooly Willy Brand from PlayMonster Group

In a strategic move announced on February 12, 2026, ArtCreativity has successfully acquired the beloved Wooly Willy® brand from the PlayMonster Group. This acquisition marks a significant step for ArtCreativity as they aim to usher one of the longest-lasting novelty toys into a new era of innovation and growth.

The Wooly Willy toy, enchanting children and families since the 1950s, has sold over 100 million units around the globe, making it a staple in the toy industry and a fond memory for nearly four generations. Known for its simple yet engaging concept of creating faces using magnetic shavings, Wooly Willy has secured a spot as one of the most identifiable toys in its category.

Jonathan Berkowitz, CEO of PlayMonster Group, expressed pride in the legacy of Wooly Willy, stating, "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." This sentiment underscores PlayMonster's commitment to ensuring the brand continues its trajectory under capable leadership.

Moreover, Bryan Margner, the CFO of PlayMonster Group, mentioned, "This transition aligns with our strategic focus while ensuring the brand continues to grow under a team dedicated to expanding its reach." This statement reflects PlayMonster's forward-thinking strategy to remain competitive while allowing legacy brands to flourish.

ArtCreativity aims to uphold the joyful heritage of Wooly Willy while driving innovation to captivate new audiences. Shimon Ekstein, President of ArtCreativity, affirmed, "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."

As this acquisition unfolds, financial details surrounding the transition have not been disclosed, adding an element of intrigue to this exciting venture. ArtCreativity has positioned itself as a global leader in the toy and game industry, driven by a mission to bring joy to children worldwide. Through innovation and thoughtful product development, they aim to create memorable play experiences that cultivate creativity and connection among young audiences.

Connecting through play is at the heart of ArtCreativity's business model, ensuring they remain a vibrant force in retail and e-commerce. The company is committed to offering products that inspire joy and imaginative play, and the addition of Wooly Willy to their portfolio is seen as a strategic boon.

In conclusion, the acquisition of Wooly Willy symbolizes a thrilling chapter for both ArtCreativity and the legacy of this nostalgic toy. As the brand embarks on further developments and expansions under new stewardship, toy enthusiasts and families alike will undoubtedly be eager to see what the future holds. Wooly Willy’s legacy of fun and creativity lives on, promising to continue delighting children for generations to come.