Sambro starts 2023 with raft of new brand licences

Published on: 19th January 2023

Sambro’s new licences across Pre-School and Plush include Cosatto, Paramount and Hasbro, with new ranges to be showcased at Toy Fair.

Sambro has entered 2023 with a raft of new contracts in the licensed toy space as it drives its ambitious growth plans for the UK and EMEA regions over the next 12 months and beyond.

Already working closely with a number of top licensors, the company recently secured new and extended agreements with Cosatto, Disney, Hasbro for 2023 and renewed its Paramount contract for 2023-2025.

As part of the three-year partnership with British baby brand Cosatto, Sambro has developed a brand-first range of baby activity toys which will launch in retailers this spring. The design-led range includes comforters, clip-on activity toys, tummy time rollers and more, all designed to support developmental play.

Plush will continue to be a key growth sector for Sambro, and its latest agreement with long-standing partner Disney will see the company deliver a range of premium plush toys as part of the 2023 Disney 100th year celebrations. The limited-edition range will take some of Disney’s well-loved characters and give them a luxury twist, with the addition of metallic glitterball fabrics and heritage prints, creating collectible items for Disney fans of all ages to enjoy.

Both ranges will be front and centre on Sambro’s stand (F16) at Toy Fair next week, which will showcase all its new products and licences ranging from plush, novelties, creative arts & crafts, outdoor and games.

“Our appearance at Toy Fair will mark the start of an exciting year for Sambro with some significant contract wins which will see us strengthen our growth across the UK and EMEA regions,” said Paul Blackaby, CEO at Sambro.

“Last year was our 25th anniversary year and one of our most successful to date. 2023 looks set to be even bigger, as we drive forward plans for new ranges with some of the world’s biggest and most exciting brands and licensors. We look forward to welcoming new and familiar faces to our stand this year, offering an opportunity to explore some of our new ranges and connect with our commercial teams.”

Sambro has evolved into an innovator in character brands, whilst growing its own in-house properties such as Love & Hugs, Battlestar Brawlers, Lil’ Bodz, Bops n Tops and the multi-million-piece selling Puzzel Palz.


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