Clearwater has advised Argos Wityu, the independent European investment fund, and the management, on the sale of Juratoys Group (Juratoys), the French designer and distributor of games and toys under the Janod, Kaloo, and Lilliputiens brands, to Maped Group (Maped), the family-owned group and leading player in school, writing, colouring, and office accessories.
Since the Group’s spin-off and carve-out from Axel Brands, led by Argos Wityu in 2018, Juratoys has become the leader in the educational and wooden games segment, benefiting from its strong and recognisable brands. With over 50 years’ experience, and having undergone a period of sustained growth, the company now employs almost 170 professionals and generates revenues of over €80m increasing from €50m in 2018.
The company's development has been built around key strategic drivers, including an enhanced design and product development policy, geared towards the development and learning of young children. This covers a voluntary environmental policy, aiming to preserve the world in which children will grow up; sustained international expansion, enabling the company to generate approximately 50% of its sales internationally; digitalisation of its activities, both in terms of marketing and relationships, with distributors and customers; implementing a successful external growth plan, through the 2020 acquisition of the Lilliputiens Group in Belgium.
On the environmental side, the Juratoys Group has been a partner of WWF France for several years, in order to progressively increase its share of sustainable raw material sourcing. Therefore, its voluntary policy has enabled the Group to reduce its plastic consumption by more than five tonnes annually, thanks to the elimination of over-packaging, organising the planting of 4,500 trees each year, and focusing on the use of FSC (Forest Stewardship Council) certified cardboards/woods.
The acquisition of Juratoys by Maped, is aligned with the Juratoys mission of supporting children at every stage of their lives. The project will allow both companies to benefit from their many synergies, combining academic and playful learning. The international distribution networks and the industrial knowledge of Maped, will also accelerate the growth of Juratoys.
