Juratoys acquires Belgian toy brand Lilliputien as it eyes pre-school market

The French educational toys and games specialist, Juratoys, has acquired the Belgian toy brand Lilliputiens, a firm that has excelled in the activity and developmental toys market for the past 25 years.

The Lilliputiens brand values are rooted in values of encouraging clever creativity and development among its core audience of 0 to six year olds, by championing play and innovation. The brand’s portfolio currently spans more than 400 products, from fabric made toys to books and bags, with products distributed across the globe.

Juratoys now brings its portfolio of products and 30 employees – as well as its sales revenue of more than 12 million Euros under its own umbrella.

Established in 1970, Juratoys, the Jura-based company has been designing and distributing toys and games for 50 years. lts Janod brand (toys and games principally made of wood) and its Kaloo brand – which it acquired in 2011 (plush, soft toys) –  are widely recognised for their design, quality of the materials, and for their educational value.

The company also has an exclusive France and Belgium distribution partnership with the Ty brand.

As well as boasting wide distribution across France, Juratoys has six international subsidiaries, including operations in Germany, Italy, Spain, the UK, the US, and China. In 2019, the group generated sales of 58 million Euros, 40 per cent of which was generated through international markets.

With this acquisition, the Juratoys group is expanding the range of products it offers and consolidating its position in the 0 to six year old segment with a strong brand identity and global reach. The Lilliputiens brand will draw on the experience of Juratoys and its vast distribution network.

Ludovic Martin, chairman of the Juratoys Group, said: “This alliance is in line with the development strategy of our group. We are sending out a strong signal to the members of our teams and all our partners.

"We are delighted to work with Catherine Van Crombrugge and the entire Lilliputiens team, whose skills are clearly allied with our creative professions. We share the same ambitions and the same values: design, child development through play, fun and CSR (Corporate Social Responsibility).”

Catherine Van Crombrugge, director general of Lilliputiens, added: “The Lilliputiens team and I are delighted to join a company recognised for its products and which, like us, promotes values of creativity, quality and respect for the customer and the environment.

“We have recognised expertise, a commitment to Belgian design and a genuinely innovative approach. This alliance with Juratoys will give us new marketing resources and will enable us, in particular, to advance using digital means and to access a robust, international distribution network.”

Gilles Lorang, partner at Argos Wityu – the investment fund behind Juratoys – said: “For two years, we have been backing Ludovic Martin and his teams to support company growth. The alliance between Lilliputiens and Juratoys is fully in line with the Group’s consolidation strategy, the objective being to offer Juratoys customers a complete range of products. In addition, the two entities will continue to progress their environmental and social commitments together.”