American Exchange Group has acquired HatchCollective because it looks for an even bigger slice of the wonder and private care market. Terms of the deal weren’t disclosed.

Founded in 2009, HatchCollective is a privately held company, whose brands include NatureWell, Found Energetic, Orlando Pita Play, Txtur and Paint & Petals.

AEG, meanwhile, has over the past two years acquired footwear brands Aerosoles and White Mountain, as well creative services and digital marketing company, Giant Propeller. This latest acquisition suits in with its plan to succeed in a wider range of consumers.

Alen Mamrout, chief executive officer of American Exchange Group, said: “This acquisition is an amazing opportunity for us to not only expand our footprint but in addition to deepen our commitment to delivering products that resonate with our customers’ evolving needs. By integrating HatchCollective’s exceptional offerings, we’re poised to carve out an excellent more impactful presence in the wonder and private care space, maximize market share and gain the trust of a broader audience.”

As a part of the deal, HatchCollective will change its name to AX Beauty Brands. For now, it won’t impact its brands or retail partners, which include Dillard’s, Macy’s, Amazon, Goal, CVS and Walmart, in keeping with AEG.

“We’re excited to embark on this journey with American Exchange Group, combining our resources and expertise to create something truly extraordinary in the wonder industry. This partnership will enhance our ability to innovate, expand into latest markets and deliver exceptional experiences to our valued customers,” said Kristin Bibb, Hatch’s president and chief industrial officer. “We sit up for a future full of shared success and continued excellence in the wonder industry.”