Smart Toys and Games acquires The Happy Puzzle Company

Published on: 14th July 2022

The acquisition will bring The Happy Puzzle Company’s products into the Smart portfolio and increase the company’s distribution. 

Smart Toys and GamesThe leading Belgian puzzles and games company Smart Toys and Games has announced the acquisition of the The Happy Puzzle Company.

The Happy Puzzle Company, a Hertfordshire based company known for its B2C operations in the UK, has a customer base of over 400,000 puzzlers and a presence in over 14,000 UK schools. In recent years it has also experienced growth in the B2B market, with international distribution now in over 20 countries.

The acquisition by Smart, known for its award-winning brands including SmartGames, Happy Cube and SmartMax, will bring The Happy Puzzle Company’s products into Smart’s growing portfolio and will increase distribution through Smart’s extensive worldwide network.

Smart’s global CEO, Rolf Vandoren said: “Many of the great puzzles and games by The Happy Puzzle Company will be going through our talented product development & marketing teams and making their way to many more families of puzzle fans under Smart Games’ wide international presence. We are really looking forward to working with Gavin and his team.”

Gavin Ucko will remain as CEO of The Happy Puzzle Company in the UK together with the entire Happy Puzzle team, operating from the company’s existing Elstree base.

Gavin added: “Smart and Happy Puzzle have already been working together for more than 20 years and the synergies between the two companies are clear. It’s incredibly exciting and the whole of the Happy Puzzle family is both proud and excited to be joining the Smart group of companies and teams.”

Both companies offer an impressive range of multi-award-winning puzzles and games, with Smart’s focus on cognitive skill-building products having resulted in huge global success in the toy market. The companies both celebrate their 30th anniversary this year and continue to have their founder at the helm. The Happy Puzzle Company launched on 23rd of November 1992, whilst Rolf brought Smart to the market just 14 days later, on 7th of December 1992.

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