Crayons, markers, paints, molding compounds, cosmetics, activity kits, and licensed products are among the more than 1,500 items that Rose Art Industries sells, making up a remarkably extensive and varied selection. With more than 75 years of experience, Rose Art aspires to produce innovative and fun art materials and toys for kids.
Rose Art Industries Past
Rose Art Industries, a privately held business with headquarters in Livingston, New Jersey, is widely regarded as the manufacturer of crayons with the quickest rate of growth. More than 1,500 different products made by Rose Art are available at top retailers like Wal-Mart, Target, Toys R Us, KayBee Toys, Walgreen’s, and A.C. Moore. These products include a wide range of arts and crafts supplies and stationery items, as well as toys, writing implements, bulletin and dry erase boards.
Rose Art manufactures a number of top-selling children’s arts and crafts supplies, toys, activities, slumber bags, and back-to-school products featuring the well-known characters Bob the Builder, Spider-Man, Barbie, Hot Wheels, Strawberry Shortcake, and Thomas the Tank Engine.
Rose Art’s growth is attributed to licensing agreements with organizations like Mattel, Marvel, and the NBA. Rose Art has facilities in New Jersey, Indiana, and Oregon where 70% of its items are produced or assembled.
In The 1990s, Licensing And Acquisitions
Early in the 1990s, the Rosen brothers Jeffrey and Lawrence purchased Rose Art. The company’s entrepreneurial spirit was maintained by Larry as president and CEO and Jeff as COO while they created a growth plan focused on acquisitions and the creation of new products.
According to Rose Art President Larry Rosen, the business will expand through “acquisitions, creativity, and innovation.” Rose Art expanded their global footprint in the arts and crafts and toy industries by a consistent stream of acquisitions, including Coloron/Avalon, Warren Industries, and American Publishing, among others.
Rose Art entered the doll industry in 1992 when it was granted a license to produce soft-bodied dolls for the “Precious Moments” line. The Rose Art dolls in the series had an entry price of under $10 and immediately gained popularity with both collectors and kids.
Also in 1992, winning products came from Rose Art’s Kodak Sketch Case, which won the Parent’s Choice Gold Award, and the Kodak Designer Desk, which was named one of 1992’s “100 Best Product Picks” by child expert Dr. Stevanne Auerbach.
Jesco, Inc., a producer of dolls, was purchased by Rose Art in 1993. On the eve of the iconic Jesco Kewpie doll’s 80th birthday, this acquisition made licensing rights possible. On Valentine’s Day in 1994, the doll made its formal premiere at the American International Toy Fair. “We expect our new range of charming and nostalgic Kewpie Babies… to regain the hearts of people young and old everywhere,” said Rose Art president and CEO Larry Rosen.
Rose Art joined the fashion doll market with the debut of XUXA, a replica of the enormously popular Brazilian children’s entertainment, marketing to both the nostalgic and the trendy customer. The 11.5-inch doll was sculpted using a real XUXA mold, giving it a genuine aspect.
With its initial entry into the fashion doll market, Rose Art helped to create new trends. According to Larry Rosen, unlike previous ‘ethnic fashion dolls,’ the XUXA doll is modeled on a real, colorful children’s performer who has authentic features, clothing, talents, and worries.
The XUXA doll, which was introduced in time for the 1993 holiday season, immediately rose to the top spot among ethnic fashion dolls at Toys R Us, with one store selling as many as 500 of them in a single weekend. After the initial 200,000 dolls were sold out, 50,000 dolls were quickly dispatched to satisfy the high demand.
Rose Art’s prominence on the market was boosted by anticipating toy industry trends; by 1993, the business had annual sales of $105 million. Rose Art could nevertheless claim to be among the top ten toy manufacturers despite its sales being far behind those of the industry leader Hasbro, whose yearly sales in the same year reached $2.7 billion.
Rose Art’s entry into the toy market was significant, but their focus remained on crayons and other arts and crafts supplies. After Crayola’s creators Binney & Smith, Rose Art emerged as the nation’s second-fastest-growing crayon manufacturer.