Source: The Nacelle Co./Time Inc / The Toy Book

The Nacelle Co. is on a roll as the studio behind Netflix The toys that made us and The films that made us, Behind the attraction for Disney +, and the multiplatform A toy store near you continues its expansion in toys and publishing.

The toy book can exclusively reveal that The Nacelle Co. has acquired the Marx Toys brand from Jay Horowitz of American Classic Toy and intends to revamp and revitalize the company, its name and some of its iconic properties. Immediate efforts include books and lifestyle products while film and television projects loom on the horizon.

“With this agreement, we honor the rich history of Marx Toys by reviving the iconic American toy brand and presenting their wonderful creations to a new audience,” said Brian Volk-Weiss, Founder and CEO of The Nacelle Co.

Prior to bankruptcy in 1980, the Marx Toy Co. was a force in the toy industry for decades with co-founder Louis Marx appearing on a 1955 cover of Time magazine where he was nicknamed “The Toy King of America”. The company released many iconic toys that are still available today, including The Original Big Wheel, Rock ‘Em Sock’ Em Robots, and The Great Garloo. At the heart of Marx’s success was the idea that quality toys could be mass produced and sold at low prices. Louis Marx was the first inductee into the Toy Industry Hall of Fame in 1985.

“I am proud to be a part of the Marx Toy legacy for 40 years and look forward to seeing Nacelle revamp and promote the legend of Marx Toy – known as the world’s largest toy company for most of the 20th century. century – to the new generation, ”says Jay Horowitz.

In recent months, The Nacelle Co. has acquired 80s brands, including Robo Force from Ideal Toys and Power Lords from Revell, and signed a deal with Super7 to create a new animated series based on SilverHawks. Nacelle has already made deals with Funko and Super7 to produce toys and ancillary products based on several recently acquired franchises.

Additionally, development of several new TV series inspired by classic brands in Nacelle Co.’s growing portfolio is underway, and production of a documentary film about the Beanie Babies craze in the late 90s is underway.