Just Play Diversifies Brand Portfolio with Acquisition of Tara Toy

Just Play Tara

Just Play, a leading global toy company, has announced the acquisition of Tara Toy, the #1 manufacturer of licensed arts and crafts products sold at major retailers in the US. Tara Toy has grown their business over the past fifty years with a robust portfolio of licensed arts and crafts, activities, toys, and more. They hold top tier licenses including Disney, Marvel, Star Wars, Nickelodeon, LOL, Barbie, and Hot Wheels. With this acquisition, Just Play will take a strategic step further into these same categories at retailers worldwide beginning in Fall 2024.


Geoffrey Greenberg, Just Play’s Co-CEO stated, “It’s an honor for us to carry on the incredible legacy that Bruce and the Tara Toy team have built over the last nearly 50 years. Just Play and Tara Toy are synergistic in many important ways – licensing and retail partners look to us to deliver quality value and speed to market. We are looking forward to welcoming the team from Tara Toy into the Just Play family, seamlessly integrating operational processes and our brand portfolios.”


“One of the main benefits of the acquisition is that it allows Just Play to expand into new product categories. This addition to Just Play’s portfolio will provide supplemental global growth opportunities, including through our new subsidiaries across Europe, Latin America, and Asia,” added Charlie Emby, Just Play’s Co-CEO.


Bruce Pearl, CEO and Founder of Tara Toy will continue his role with the company and expresses his heartfelt gratitude to the team for their contributions to making Tara Toy the company that it is today. Key factors in his decision to sell to Just Play were alignment in core values and that his team would have the opportunity to continue the work that they have put so much energy into. “We have admired Just Play for many years and are excited about Tara Toy’s bright future as we join the Just Play family and grow together. We are thrilled that Just Play will maintain US-based staff to support US employment. I would like to give Brian Specht, Executive Vice President of Design and Development at Tara Toy, a special nod, he has been a trusted partner and I look forward to his continued contributions.”


Just Play is a passionate toy company and global leader across a broad range of children’s consumer goods including figures, playsets, dolls, plush, role-play and dress-up. They create unique and innovative proprietary lines, as well as award-winning products based on popular children’s entertainment brands with best-in-class licensing partners. Just Play was founded by two toy industry veterans, Charlie Emby and Geoffrey Greenberg, in 2010 and is a top 10 toy company according to Circana for the past 5 years. To learn more about Just Play’s products, please visit or follow the company on Instagram (@JustPlayProducts) or on Facebook (


Tara Toy manufactures products that range from activities, storage cases, toys, arts and crafts, and more. The team executes BIG IDEAS into products that fit retailers’ specific needs and works closely with partners and licensors to develop the ideal products that help grow brand recognition and expand the license in new areas.


Bruce Pearl founded the company in 1975 with the goal of bringing exceptional toys to the marketplace. With each passing year, the company strives to bring the best to the world of toys. Tara Toy believes that if every product can bring a smile to a child’s face, then they are achieving their goal.