Toy World is saddened to report that Simon Hedge, former managing director of Flair Leisure Products, lost his short battle with cancer on 20th June 2023.

Simon Hedge: 26th August 1966 – 20th June 2023

According to his family, friends and colleagues, who provided Toy World with the following memories, Simon will be best known for his long and hugely successful career at the company he started with Peter Brown 24 years ago – Flair Leisure Products PLC.

Simon made his debut in the toy industry when he joined Hasbro  in the early ‘90s. A few years later, K’Nex opened its UK business in 1994, headed up by Peter Brown and Russ Ward. Simon joined them in 1995 to manage the supply chain and operations. When the K’Nex International business transferred to Hasbro at the end of 1998, Simon moved back to Hasbro for a brief period before joining forces with Peter and fellow K’Nex employee Carl Moran, putting their redundancy payments and life savings into starting Flair Leisure Products PLC – a decision Simon’s wife Tina says caused him concern early on, having only just started a family: their first child, Ellie, was barely a year old.

Flair started trading on 1st March 1999 with Simon in the role of commercial director overseeing Marketing and Operations.The company forged vital and enduring partnerships that continued right through Simon’s career, most notably with Generation Media and Evolution PR.

In 2003, just four years after the company was created, Flair became a ‘Sunday Times Fast Track 100’ company, vindicating Simon’s decision to invest everything in the business. That same year, Flair was named Company of the Year at the 2004 Toy Fair industry awards.

In 2008 Peter, Simon and Carl decided to sell the business to Italian toy giant Giochi Preziosi, staying on to run the business with many of the original team.

Flair progressed rapidly up the NPD industry charts. In 2009, the company was awarded not only Supplier of the Year but also Girls’ Toy of the Year for Sylvanian Families. 2011 saw the company achieve what Simon referred to as the ‘champions league’ spot when it became the No 4 toy company in the UK.

In 2013, when Peter decided to take more of a back seat and became company chairman, Simon took on the role of managing director of Flair, a position he held for further eight years. He eventually decided to leave the business in July 2021, starting a new chapter in his life and career by working on various projects with Marc Sivner and David Greenberg at Singleton Trading.

Simon kept his business and personal lives very separate. A passionate football fan, he was a season ticket holder with his beloved Fulham FC for many years. The matches were a way for him to relax away from the busy world of toys.

A family man, Simon had two daughters with his wife Tina, and would have celebrated his 25th wedding anniversary on Christmas Eve this year. Ellie was born just before he started Flair, and Ruby was born in the early Flair years. Sadly, Simon lost his father, Peter, in 2019. His mother, Phyllis, says his father was incredibly proud of Simon’s achievements.

Friends have remembered Simon as ‘a big man with an enormous sense of humour’, who was both cheeky and quick witted. Those who knew him well enjoyed the way he rocked in his chair while holding his belly, laughing uncontrollably at something amusing; colleagues say there was a lot of laughter in the Flair years. Simon worked hard, but he also laughed a lot and loved what he did.

Always with an abundance of new ideas backed by sound commercial acumen, Simon was driven and passionate and could reliably spot an opportunity and how to make it work profitably.

His loss will be felt by a great many people, not least his family: Phyliss, Tina, Ellie and Ruby, and his sister Helen. Simon will also be missed by many friends and colleagues within the industry who knew or worked with him during his career.

Simon will be remembered as a respected and successful business leader, who didn’t seek the limelight and didn’t like too much formality. His numerous acquaintances say they will treasure their many fond memories of their time with this ‘unforgettable man – our boss, our friend, and all the silly jokes, fun and laughter we shared with him’.