MUNCHKIN, INC. EXPANDS WITH ACQUISITION OF BRICA, INC.,
NO. 1 TRAVEL ACCESSORIES BRAND FOR BABIES BRICA® Sunshades, Baby In-Sight® Mirrors And Other Popular Travel Solutions Will Now be Sold as BRICA by Munchkin®
VAN NUYS, Calif. (January 7, 2014) Munchkin, Inc., leading designer and manufacturer of clever infant and toddler products, today announced the purchase of BRICA, Inc., leading innovator of auto, home and travel products for babies and parents everywhere. The acquisition adds BRICA's strong travel portfolio, including market-leading auto sunshades and mirrors, to a Munchkin® product portfolio that includes infant categories such as bath, care, safety, travel and feeding.
“BRICA shares the same DNA as Munchkin, as both companies are passionate about bringing innovation to every category. These days you can’t leave home without seeing a BRICA sunshade or mirror in a passing car window,” said Steven B. Dunn, chief executive officer, Munchkin, Inc. “Combining the Munchkin and BRICA travel portfolios creates a category-leading statement, enabling us the opportunity to work with our key customers to fuel overall category and market share growth.”
“Joining Munchkin allows BRICA the scale and resources to accelerate its growth, while increasing its development of new and innovative products," said Bryan Miller, chief executive officer, BRICA Inc. “The Charlotte, NC based BRICA team is looking forward to working on new and exciting categories with the creative minds at Munchkin.”
BRICA is a privately held company based in North Carolina with a 20-year heritage in developing smart solutions for parents. Similar to Munchkin, BRICA is an established brand with stellar distribution, and a loyal customer base rooted in its consistent delivery of innovative products. BRICA's current portfolio includes more than 50 unique items such as Baby In-Sight® Mirrors, Stretch-to-Fit™ Sunshades, and Snack Pod® with Quick Attach™. With the #1 market share position in travel accessories, BRICA has recently also expanded into new categories including stroller accessories, in-home accessories, bath products and nursery accessories. BRICA, Inc. has distribution in all major U.S. brick and mortar and e-commerce retailers.
Munchkin, Inc. was represented in this transaction by its corporate attorneys, Jeffrey Hermanson, William Caporizzo, and Jonathan Wolfman of WilmerHale and its in-house counsel Petty Rader, and Brica, Inc. was represented by its corporate attorneys Robert D. Hart, Jr. and Carolyn Richardson Ward of Clark Partington Hart Larry Bond & Stackhouse. Financing was provided by Union Bank.
BRICA, formerly known as the Blue Ridge International Products Company, has been keeping kids safe and comfortable in the car for over 20 years. In 2011, the company changed its name and brand to BRICA with the goal of providing parents with smart solutions to make everyday parenting easier. Whether in the house, the car or at the park, BRICA’s new philosophy of creating a better product at a great value, is quickly earning the trust of parents everywhere. All BRICA products work great, are good looking, and most importantly…easy to use. Smart solutions with less hassle, less headaches -- that’s BRICA, making together better™.
About Munchkin, Inc.
A privately held, global company headquartered in Van Nuys, Calif., Munchkin, Inc. creates baby products that excite, delight and make life easier for today's parents. Founded in 1991, Munchkin, Inc. has always placed great emphasis on innovation, redefining what baby products can achieve. As a result, Munchkin has reinvigorated the category with improvements such as a 2-in-1 bottle brush design and White Hot® Technology that lets moms know if the bath water or the car interior is too hot. A strategic alliance with Church & Dwight Co., Inc., the maker of ARM & HAMMER™ baking soda , resulted in a line of diapering products that work with pure, natural baking soda, including the ARM & HAMMER™ Diaper Pail by Munchkin, winner of the American Baby Bests Award. Munchkin, Inc. has won more than 40 industry awards, including multiple wins of the coveted Target® Corporation Partner Award of Excellence, the ASDA stores partnership award, and the Toys "R" Us 2011 and 2012 Vendor of the Year awards. Endorsed and recommended by sleep and safety experts, medical professionals, toy specialists and parents, Munchkin products can be found at retail outlets internationally. For more information, visit www.Munchkin.com.