Re:creation unveils new-look portfolio

Katie Roberts

By Katie Roberts

February 21st 2012 at 11:10AM
Re:creation unveils new-look portfolio

We caught up with the firm to find out about its plans for the coming year.

It’s fair to say that Re:creation has had to deal with its own set of unique challenges over the past couple of years. However, with a new-look portfolio, key new hires and a buoyant Razor business, the firm is back and ready to shout about its transformation. 

It's a long train journey from Hertford to Finchampstead, where Re:creation is based. However, it’s one worth making, because while not completely unrecognisable from the Re:creation of more recent years, there have been some major changes at the company – in terms of staff, product and in attitude.

“As I think the whole industry knows, we grew extremely quickly,” director Seth Bishop (pictured right) tells ToyNews. “We were almost wanting to be a large toy company; it was perhaps more important to be seen to be of a certain magnitude and to be involved in certain sectors of the market. That worked for a number of years, but in the last three to four years the climate changed dramatically – both the lending climate from the banks and the trading climate from a retail and economy perspective. And it required a completely different agenda for our business and a completely different level of focus.”

To read the full interview, simply click here.