Exclusive: Celebrating a Wonder-ful rebrand

Published on: 18th January 2023

Joe Hennigan, CEO of newly rebranded Wonder, formerly Amscan International, chats to Toy World about what the future has in store for the celebrations group.

“Put simply, our old group brand no longer fitted our purpose,” Joe states, when asked why the rebrand was necessary, going on to explain that the partyware specialist had been expanding at great pace with 12 acquisitions in the last 11 years. These have included most recently Party King in 2022 and Ginger Ray in 2021.

Joe explains that under Wonder, all the brands/trading names will continue to operate as before but will now be unified by a common purpose.

“All our brands will remain as they are today but as our group evolves, the different brands and teams will work together more to provide better, and more complete, solutions to our customer,” he states.

Wonder has set a revenue target of £500m by 2026 and along with this has unveiled a new purpose statement – Create Unforgettable – a phrase that Joe says has become even more meaningful since the pandemic, when people were unable to get together with their loved ones to celebrate important milestones and occasions.

“With so many challenges being faced globally, such as the cost-of-living crisis, our group can act as a tangible positive force in people’s lives and continue to lift moods, bring joy and inspire people to get creative.”

To read all about Wonder’s aspirations for the year ahead, and beyond, click here to see the full article in Toy World’s January issue.


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