Sambro is celebrating 25 years in the toy business having gone from strength to strength in terms of products, brands, and financial performance.
The company, which grew its turnover by 38% in 2021 to £52 million, is confident that it will achieve similar growth targets in its silver anniversary year. This is attributed to continued transformation: a focus on customer relationships, product development and partnerships. Specifically, the business has benefitted from a more balanced approach to own-brand development alongside the development of licensed products.
Sambro was established in 1996, initially as a clearance house selling across multiple categories to UK retailers. The business has evolved into a toy company, developing products in soft toys, creative play, novelties, and outdoor fun, while growing the evolution of Sambro-owned, in-house properties. Sambro is also a licensed toy supplier and a partner for brands seeking access to the UK retail sector.
“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”
Paul Blackaby, CEO of  Sambro
Paul Blackaby, CEO of Sambro, 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.â€
Sambro works with more than 10 brands who trust the toy developer with their IP including Disney, Nickelodeon, Mattel, Hasbro, Viacom, Bull Dog and Cosatto. The range of products under these brands includes Barbie, Paw Patrol, Peppa Pig, Disney Princess and Care Bears.
The Sambro team has also developed its own portfolio of brands with its in-house design and innovation team. These include Puzzle Palz: fun, character erasers which have sold over 35 million units worldwide since their launch in 2019.
Meanwhile, Sambro has expanded its European 3PL warehouse model to support sales growth in the EU. The supply chain model has been streamlined to best manage the challenges of supplying globally.
In addition to new products and licences, visitors to the stand will be able to meet the new UK sales and commercial team. Headed by Sara Greenhalgh as UK commercial director, she is joined by Alex Ratchford and Paul Mabbs as senior national accounts managers. Head of ecommerce Jon Hartley is the fourth member of this team.
Sambro will be on stand F16 at the Toy Fair, which takes places at Olympia London from January 25 to January 27.
