Florida-based children’s consumer products marketer The Bridge Direct is merging with Canadian toy developer Tech 4 Kids in a move that lets both companies target products to a more diverse group of mass-market and specialty retailers.

Based in Boca Raton, Florida, the newly combined firm intends to debut new product lines at October’s Fall Toy Preview in Dallas. Offices will also be maintained in Toronto and Hong Kong.

Bridge Direct CEO Jay Foreman says the merger came out of the industry’s growing desire to work with a select group of partners, making it more difficult for small companies to be competitive. He says there are also increasing costs associated with higher safety standards. The company currently focuses on preschool, construction, dolls and activity toys, along with retro playthings featuring Strawberry Shortcake (pictured) and Fisher-Price Classics.

Tech 4 Kids, meanwhile, is behind Micro Lites, Mash’ems, Squishy Pops and 3D Magic. Within these brands, Tech 4 Kids produces a range of products based on entertainment properties from Disney, Nickelodeon, Hasbro, Mattel, Marvel, Star Wars, Warner and DC Comics. According to its CEO, Tech 4 Kids expects to acquire or merge with new businesses every 12 to 18 months.