Toy maker Alex Brands moves HQ to Fairfield, opens new Woodbridge distribution center

Alex Brands, makers of toys including Alex Toys, Slinky and more, announced Monday that it has moved its headquarters from Northvale to Fairfield and opened a new distribution center in Woodbridge.The toy-making company said in a news release that its new 30,000-square-foot worldwide headquarters includes more than 4,000 square feet of showroom space. The facility will house most of the company’s senior leadership, along with its sales, marketing, purchasing and compliance teams, Alex said in the release. Other features include a design center and photography and film studio.

In addition, Alex has added 300,000 square feet of distribution space with its investment in a Woodbridge facility, made in partnership with supply chain consulting firm enVista. The fully automated center includes state-of-the-art logistics features and direct-to-consumer fulfillment capabilities.

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Alex has also doubled its warehouse space at a Canton, Michigan, distribution center, it said.

“We are investing in these resources to enhance our ability to serve as a true program partner with our customers worldwide,” Michael Cornell, chairman of Alex Brands, said in the release. “From our award-winning product design capabilities to our ever-increasing ability to provide shopper insights and performance metrics to our significant investments in new systems and facilities, we want our efforts to come back full circle to benefit the consumer.”

Alex added that the new facilities could eventually lead to job opportunities in their respective communities. The company said it currently employs more than 225 full-time workers.

In conjunction with the facilities expansion, the company announced a number of additions to its leadership team.

Justin Wraight has been named president of Alex Brands Europe, while Darren Silverman was named executive vice president of sales.

Wraight has more than 20 years of consumer products experience; most recently, he was chief commercial officer of art supply maker ColArt International Holdings. He will be based in the United Kingdom. Silverman also has more than 20 years of experience, working in consumer packaged goods sales; most recently, he was general manager of U.S. sales for Crayola. He will be based in Fairfield.

“Justin and Darren will help us continue our current growth trajectory and execute new strategic initiatives through the unique talents and experiences they bring to Alex Brands,” Cornell said in the release. “As our family of brands grows and our distribution expands domestically and internationally, they will play an invaluable role in enabling us to fully realize the potential of Alex Brands in the marketplace.”

In addition, Neil Friedman has joined the board of directors as an adviser to senior leadership on new ventures and growth opportunities.

Friedman, most recently president of the U.S. division at Toys R Us, is a member of the Toy Industry Hall of Fame.

Alex Brands is a portfolio company of Connecticut-based Propel Equity Partners.

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