Tech investment firm adds Frosty to stable

Victoria-based Tiny Capital just got a little bigger.

The holding company, which has taken stakes in just over 80 companies since it was founded in 2007, has added Victoria marketing and design firm Frosty to its stable of businesses.

The acquisition gives Tiny a controlling interest in Frosty and is expected to allow the design firm, which counts Calvin Klein among its clients, to grow and expand its services.

Tiny said it is adding a company whose values align well and could have an impact on some of its legacy firms.

“We eat, live, and breathe digital agencies, and Frosty caught our eye immediately,” said Tiny co-founder Andrew Wilkinson. “In just a few years, [Frosty] has helped shape some of the world’s most iconic brands and accelerate their business growth in meaningful ways. We’re excited about the new expertise and influence that Frosty will bring to our growing portfolio of bestin-class digital agencies.”

Frosty, founded by J.D. Ostrow and Greg Stogdon, believes the deal strengthens the company overall and provides a firm platform from which to grow.

“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,” said Ostrow. “Together, we’ll be able to offer clients an inspired brand vision along with the enhanced ability to help them deliver on it.”

Frosty’s relationship with gaming studio Frosty Pop, run by Faisel Sethi, will remain a working partnership though the gaming studio will operate independently.

Founded in 2007, Tiny started investing in companies in 2014 with a goal of being the kind of private equity firm that was hard to find in the technology world — one that respects the businesses it buys and leaves them to get on with the business at hand.