Mike passed away yesterday morning after a serious illness.

It is with great sadness that we report the passing of Mike Frost. Mike enjoyed a long and successful career in the media industry, specialising in the toy market for many years, first through his own business and latterly through his association with Generation Media.

His clients and colleagues all knew him as a true gentleman, always honest with his opinion and never afraid to tell the truth, even if it wasn’t what people wanted to hear. Mike was awarded a Golden Teddy in January 2015 in recognition of his service to the toy industry.

Geemac’s Gerald Mckay commented: “I shall miss him, not only for his advice but also his never ending enthusiasm.”

Toy World’s John Baulch commented: “Mike was one of the most knowledgeable, perceptive people in the toy market – and one of the nicest. He fought his illness with bravery and fortitude. It is testament to his devotion to the toy market that he was still emailing with comments and observations about the industry last weekend, even though his health was fading rapidly by that stage. Like everyone who knew him, I will miss him terribly.”