The new Division, which is being backed with a multi-million US dollar investment by Bandai Namco, has got off to an impressive start securing the exclusive EMEA leisure licenses for iconic brands including Ben 10, Shaun The Sheep and Timmy Time, many of which were gained in competitive pitches against established companies. Explaining the vision and aims for the division, Alan Smith said: “We will be bringing a fresh and vibrant approach to a sector which at times has looked slightly jaded. Our strategy is to secure the top brands such as Ben 10, which has been the number 1 boy’s toy in both the UK and the United States for the last three years, on exclusive licenses starting with Europe. In terms of values our commitment is to deliver quality products at competitive price points in order to enhance revenue generation for our customers. We know from our experience in the field that players demand quality and are extremely brand aware, twin factors which underpin our forward plan.”

He added: “There are few players in the prize merchandise sector with the desire or indeed the financial resources to be a serious global force and it is our long term aim to fill that space at a time when licensing companies are themselves seeking to secure global agreements with respected distributors who will protect and not exploit their brands.”

With a number of new license agreements pending, Alan Smith has secured manufacturing capacity in factories, all of which have ICTI status, and is currently involved in negotiations to secure a series of territory specific European distributors. He explained: “We are looking for professional partners who know their territories, who are ambitious and who share our vision for the development of what is an important growth opportunity for the industry.”

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