Blue Star Group has acquired promotional agency Frost Merchandising as part of its shift into the merchandise and promotional products industry, sealing its trio of Victorian acquisitions for this year.

According to Blue Star, Frost Merchandising will be integrated into the group’s Promote division in Clayton Melbourne, and follows the company’s move into the $1.5bn promotional product industry with its acquisition of Vavavoom in April last year.

The division of ASX-listed parent firm IVE Group will integrate Frost’s existing team with its Promote staff in Clayton under the leadership of Blue Star Promote general manager Matt Cave.

Cliff Brigstocke, chief executive for Blue Star Group says, “Known for their commitment to excellence and the calibre of their staff, Frost Merchandising will be an great addition to our growing promotional merchandise business Blue Star Promote.”

“Promotional merchandise is a key pillar of our diversified marketing communications offering and the acquisition of Frost Merchandising enables us to further build upon this capability.”

Frost Merchandising had been in operation for 27 years, and its chief executive Mark Laidlow says it is a ‘great cultural fit’ combining the forces of Frost and Blue Star Promote. 

In April this year Blue Star also inked a deal to acquire Victorian-based Fineline Printing, and in February the group purchased Melbourne direct communications service provider LCS Connect.

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