Sambro celebrates 25 years in toys

Published on: 19th January 2022

Sambro says the company is going into 2022 with a host of exciting new ranges, a strong team and big ambitions.

Sambro is proudly celebrating 25 years in the toy business, having gone from strength to strength in terms of products, brands and financial performance.

The business, which grew its turnover by 38% in 2021 to £52m, is confident it will achieve similar growth targets in its silver anniversary year, thanks to continued transformation and a focus on customer relationships, product development and partnerships. Sambro has benefitted recently from a more balanced approach to own brand development alongside the development of quality licensed products.

Starting out as a clearance house, trading across multiple categories selling to UK retailers, the business has evolved into a product development focused toy company, creating innovative products in soft toys, creative play, novelties and outdoor fun. An innovator in character brands, while growing the evolution of owned in-house properties, Sambro is also a respected licensed toy supplier and an influential partner for brands seeking access to the UK retail sector.

CEO, Paul Blackaby, commented: “We’re incredibly proud to be celebrating our 25th anniversary. Our business has evolved to become a key player within the toy industry trading in over 30 countries worldwide. There’s never been a more exciting time to work with Sambro, whether as a brand or a retailer, with our team delivering fantastic results. We’re excited to be at Toy Fair this year to see so many people face to face again as well as introduce our new sales and commercial team.”

Sambro works with over 10 brands who trust the toy developer with their IP. These brands include Disney, Mattel, Hasbro, Viacom and Cosatto, with a far-reaching range of innovative products that includes Barbie, Paw Patrol, Peppa Pig, Disney Princess and Care Bears. In 2022, Sambro will distribute over 8m units of character plush toys.

Sambro’s own portfolio of brands from its in-house design and innovation team include Puzzle Palz – fun, character erasers which have sold over 35m units worldwide since launch in 2019.

Sambro has expanded its European 3PL warehouse model to support sales growth in the EU. The company’s supply chain model has been streamlined to best manage the challenges of supplying globally.

Sambro will be on stand F16 at the Toy Fair in London. In addition to new products and licences, visitors to the stand will be able to meet the new UK sales and commercial team. Sara Greenhalgh, UK commercial director; senior national accounts managers, Alex Ratchford and Paul Mabbs; as well as head of eCommerce, Jon Hartley, all look forward to welcoming visitors.




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