Vivid Toy Group acquired by Goliath

Published on: 14th November 2018

Goliath has announced its acquisition of the Vivid Toy Group from Privet Capital for an undisclosed sum.

Vivid is one of Europe’s leading independent branded toy and games companies, distributing, licensing, designing, manufacturing and selling a combination of in-house developed toy and games IP and third-party licences and distributing critical partner brands in over 60 markets world-wide to leading retailers such as Amazon, Argos, Auchan, Carrefour, Mueller, Smyths, Target, Tesco, The Entertainer and Walmart.

Founded in 1980, Goliath is a world leading, privately-owned, international games specialist. In 2017, NPD recognised Goliath as the No. 1 pre-school games manufacturer and No. 3 children’s games manufacturer in the USA as well as the No. 2 overall games manufacturer in France. Using the combined scale of the Pressman, Goliath and Crown & Andrews game portfolios, Vivid will launch a completely new games range for 2019. Being well known for its major investments in digital marketing, social media and TV advertising, Vivid will get the full benefit of Goliath’s global marketing team.

Tony Hicks, chief executive of Vivid Toy Group, commented: “The acquisition of Vivid by Goliath represents a bold new chapter in our company’s story. With Goliath’s backing, we are well supported to build a world leading portfolio that will continue to strengthen the company’s excellent long-standing customer relationships with the world’s leading retailers.”

Adi Golad, chairman and founder of Goliath, added: “We are extremely pleased to have acquired Vivid which we believe has significant growth potential. With a long history of working together, we know the Vivid team well. They are a highly professional, world class business spanning toys, arts & crafts and games with an impressive track record of ‘end-to-end’ excellence in each of its core functions, from procurement and product design to marketing and sales by its unrivalled distribution network and retail relationships in the UK and broad network worldwide. We welcome our new colleagues to the Goliath family and look forward to building a great business together.”


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