Tiny takes majority stake in creative company Frosty

By

Sandra Halliday

Published
Dec 17, 2021

Frosty, the UK business that provides creative direction, brand design, marketing strategy, and campaigns for clients including Calvin Klein, Hunter, and Everlane, has been acquired by Canadian holding company Tiny.

The firm was set up by former Burberry and Calvin Klein executives JD Ostrow and Greg Stogdon.

Tiny now has a majority stake with the company that has invested in or acquired over 100 businesses saying the latest buy takes it “deeper into the worlds of fashion, sport, and branding through Frosty’s ties to their credible roster of brands”.

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With their backgrounds in creative direction, brand design, strategy, and digital partnerships, Ostrow and Stogdon will “focus on opportunities for Frosty that combine ambitious ideas with new cultural behaviors and technology. A recent initiative for Calvin Klein with Instagram Live featuring Pete Davidson, Machine Gun Kelly, and HoYeon Jung exemplifies that”. 

For the last two years, Ostrow and Stogdon have also partnered with Faisal Sethi in Frosty Pop, which combined branding agency services and game design and development. The games studio will continue to operate independently under the stewardship of Sethi. 

But both companies intend to work closely together to develop future games, apps, and digital experiences for Frosty clients, and Sethi remains an investor in the new company.

Ostrow said: "As one of the leaders in digital design, Tiny presents Frosty with an exceptional platform for future growth and continued learning from best-in-class teams. Their approach to creative service businesses and innovation-led companies makes them the perfect partner to help with our next chapter. Together, we’ll be able to offer clients an inspired brand vision along with the enhanced ability to help them deliver on it. We could not imagine a more respected and trusting partner to our company and clients.”