NEWS

PlayMonster set to expand global presence with rebranding of Interplay UK

Published on: 19th January 2021

PlayMonster UK will remain a subsidiary of PlayMonster LLC, headquartered in the newly refurbished High Wycombe office with its own unchanged UK team.

PlayMonster LLC and Interplay UK have announced that Interplay will be rebranded as PlayMonster, beginning immediately and continuing through 2021.

The rebranding strategy reflects the company’s vision for the future and further strengthens PlayMonster’s global position in the toy industry. PlayMonster UK will remain a subsidiary of PlayMonster LLC, headquartered in the newly refurbished High Wycombe office with its own UK team. No change to staff roles or responsibilities will take place, and the team will continue to be led by managing director Adrian Whyles. PlayMonster LLC will continue to operate out of its Beloit, Wisconsin headquarters, reporting to CEO Bob Wann.

In 2016, PlayMonster acquired a North American licence for Interplay’s best-selling My Fairy Garden brand, which has seen major global success. After two years of strong partnership and continued growth, it acquired Interplay’s operations and full brand portfolio. Following years of successful cooperation, integrating business strategies and developing synergy in brand line-ups, the 2021 rebrand is a natural transition of the flourishing business relationship. With combined depth and breadth of resources, the new PlayMonster global business will become an even stronger performer in the global marketplace.

“This announcement will serve to expand PlayMonster’s worldwide brand presence, and to further growth and evolution towards becoming one of the industry’s top toy companies,” said CEO Bob Wann. “Everything we do across PlayMonster worldwide champions the power of play in children everywhere, by continuing to innovate and bring smiles to young faces across the globe.”

“PlayMonster LLC is a rapidly growing, global business, and Interplay has benefitted hugely from being a member of this great ‘family’,” said Adrian Whyles, managing director, Interplay. “We have extensive expansion plans in place; unifying the two companies with the PlayMonster brand gives us unique scope to align famous brands and further extend our business relationships internationally.”

Last year saw significant growth for PlayMonster/Interplay, which has expanded its commitment to the power of classic play with added strength in leadership, brand partnerships, multiple TOTY finalists and successful product introductions including Snap Ships, FabLab, My Fairy Garden and Drone Home.

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