Toy design, marketing and distribution company Tomy International has acquired Fat Brain, a Nebraska-based toyco known for games and personalized puzzles (pictured).

Fat Brain operates a direct-to-consumer retail platform, and the acquisition is part of Tomy’s strategy to expand its own D2C business. Online shopping has experienced significant growth during pandemic lockdowns, which have led many retailers to close their doors. Amazon posted US$75 billion in revenue in Q1 2020 and US$88.9 billion in Q2. And Stateside online shopping overall in April and May exceeded what retailers saw during the 2019 holiday season.

A subsidiary of Japan’s Tomy Company, Tomy International produces and markets toys across North America, South America, Europe and Australia. Tomy has served as master toy licensee for properties like Pokémon, Pixar’s Inside Out and PBS KIDS’ Nature Cat.