Sambro International has appointed Michiel Das as European managing director, as the global toy supplier looks to drive forward pan-European growth in 2024.

With more than 20 years of commercial and sales experience in the toy and licencing sector, Michiel joins Sambro’s Amsterdam-based team this month on a permanent basis after undertaking the role on an interim basis since November last year. As European managing director, Michiel will assume the role of leading the organisation’s European sales operation to growth and success.

With his extensive leadership and management experience, Michiel brings with him a wealth of toy industry knowledge, having previously worked for businesses such as Melissa & Doug, Spin Master and Mattel. In previous roles, Michiel has been highly successful in growing in European markets, launching new brands and managing pan-European sales teams. Michiel’s recruitment is seen as key to the ongoing expansion of Sambro’s European business.

Michiel said: “This is a fascinating time to be joining Sambro as managing director of its European operations. Not only has the business experienced one of its most successful years to date, it is also set to embark on a significant year and we start 2024 from a strong base with key retail relationships firmly in place. I look forward to meeting our customers at Nuremberg, and the opportunity to launch our AW24 ranges.

“As part of my role I will work alongside Sambro’s extensive team to drive growth through existing licensor relations and identify new opportunities across the market. In the short term, my immediate plans are to further strengthen our sales presence across Europe with further key recruitments and to start to work more strategically with our key customers. Sambro’s strength has always been its ability to respond quickly to customer demands. I want to ensure that we capitalise on this and bring added value to these relationships.”

Michiel’s appointment follows a series of significant internal promotions and new hires at Sambro in the final quarter of 2023, including Steve Townsley as interim chief financial officer, who has been appointed for an initial six-month period.

Paul Blackaby, CEO of Sambro, said: “Welcoming Michiel to our Dutch office as European managing director is a key hire for us as we look to drive forward growth and build upon our presence across our key European markets. In his interim role, Michiel has already impressed with his knowledge of the sector, and we are confident that he will be a driving force in the growth of our European operation, helping push the team to new heights.”

As a leading global supplier of licensed, as well as own-brand toys, Sambro’s innovative products span the categories of Plush, Creative Play, Arts & Crafts, Novelties, Stationery and Outdoor, and has numerous new launches in the pipeline for 2024.