New partnerships have been inked with Acamar, Toikido, Universal and more, with the new arts & crafts, collectibles, novelty and outdoor toy ranges set to be showcased at Toy Fair.

Sambro has entered 2024 with a raft of new contracts in the licensed toy space as it pushes forward with its ambitious growth plans for the UK and EMEA. Already working with many top licensors including Disney, Hasbro and Paramount, the company has secured new agreements with Acamar Films, Toikido and Moose Toys, with a further contract with Universal confirmed to run until 2026.

New for 2024, Sambro will launch a range of products based upon Bing as part of its three-year contract with Acamar Films. The range includes toys that encourage self-expression, exploration and sensory development through creative and imaginative play. Messy play sand sets, My First Art sets, make, mould and paint figures will form part of the arts & crafts range, whilst outdoor play items include waterfall sets, bubbles and inflatables.

Sambro will also work with Toikido under a three-year contract to roll out its latest Piñata Smashlings range, which comprises collectibles, compounds, arts & crafts and novelty play sets, with product RRPs ranging from £1.99 to £8.99.

Other newly announced partnerships include a contract with Moose Toys to launch a new Magic Mixies arts & crafts range to the UK and EU markets. Extended ranges have also been agreed with longstanding partner Universal, to include Gabby’s Dollhouse, Trolls and Minions franchises.

These ranges will be front and centre at Sambro’s stand (B80) at London Toy Fair later this month as part of an extensive showcase of its new products and licences, ranging from plush, novelties, creative arts & crafts, outdoor toys and games. The stand will also showcase Sambro’s new own brand plush, uniquely designed collectable and novelty soft toys.

Paul Blackaby, CEO at Sambro, said: “Our appearance at Toy Fair marks the start of another exciting year for Sambro, with a great selection of new contracts and product ranges to announce. Last year was one of our most successful to date, and 2024 looks set to go from strength to strength as we look to launch creative and innovative ranges with some of the world’s biggest brands and licensors. We’re looking forward to welcoming visitors to our stand this year, showcasing some of our new ranges, and connecting with our commercial teams.”

Sambro will also be exhibiting at Spielwarenmesse in February at Hall 12.0, Stand G17.