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The new toy company has secured multi-territory licence agreements with Hasbro as well as a strategic partnership with WowWee.

New company ToyTopic has announced its plans for the company as a new player in the toy market with high-profile brands on board and a strategic partnership with WowWee.

It will also open its showroom in October, have a large presence at London Toy Fair and has appointed ex-Sambro International head of sales Paul Cook as its new sales director.

ToyTopic has already established a successful relationship through WowWee, the company behind the huge global successes of the Baby Shark toy line, Fingerlings and Robosapien to mention a few, and WowWee has distributed ToyTopic product internationally since last year. ToyTopic will market the entire WowWee portfolio (except for My Squishy Little Dumplings) in UK and Ireland from spring 2022 onwards.

WowWee’s extensive portfolio available from ToyTopic includes the huge hit property PinkFong Baby Shark and exciting new launches from WowWee, such as Got2Glow Fairy Finder.

Michael Yanofsky, MD Sales, WowWee, commented: “WowWee is thrilled to be entering into this new partnership and believe that it is exactly what we need to grow our business in the UK/Ireland. The experience, know-how and wisdom that the ToyTopic team brings to the table will provide a level of focus that is 100% centered around growing the WowWee product portfolio, distribution and overall presence in the UK/Ireland market. We look forward to what the future has in store.”

A multi-territory licence agreement with Hasbro is also in place, which will see ToyTopic market licensed Peppa Pig toys. Launching on shelf in many countries around the world now, ToyTopic’s Peppa Pig lines have already having received a very strong level of support from retail.

Marianne James, VP EMEA and Asia Licensed Consumer Products, Hasbro, said: “We’re very excited to be partnering with ToyTopic at a pivotal time for our beloved Peppa Pig. We’re looking forward to seeing Peppa come to life in the variety of innovative products that ToyTopic have developed, at the start of our long-term partnership”

Paul Cook has joined the company as the new sales director from the 6th September 2021. Paul brings his considerable experience in the toy business to ToyTopic, having spent the last 19 years at Sambro International in sales.

Ashley Holman, ToyTopic MD, said: “We are thrilled to have formed a strategic partnership with WowWee. An inspiring company and team, WowWee is an innovator of high-profile and best-selling toys, that children and fans really love and aligns with the values we had for ToyTopic. I’m delighted that in a relatively short time, we have the opportunity to bring to market some of the most famous and iconic brands across the joint licensed portfolio. I’m pleased to welcome Paul Cook as our new sales director who is a fantastic addition to the company. With his wealth of experience, he is a real asset to the team, further enhancing our relationships with partners and retailers. With a boosted team and strong brands on offer, we are set for exponential growth in the business.”

Paul Cook, ToyTopic sales director, added: “I’m delighted to join ToyTopic at this exciting stage of the company’s growth. It’s a joy to work with the entrepreneurial ToyTopic team, developing and implementing strategies that will continue to expand the business. We already have an amazing line-up from our strategic partners WowWee and Hasbro licence agreement. I’m really looking forward to showcasing the high-profile brands and supporting our customers and retail partners.”

Ashley Holman will continue to run Riverside Brands alongside ToyTopic.

For sales enquiries, please contact the ToyTopic sales team on: