Privet Capital acquires Vivid as toy firm eyes global expansion

Privet Capital has acquired Vivid Toy Group Limited for an undisclosed sum.

The new deal arrives as part of wider plans to accelerate the toy firm’s growth, increasing the company’s collectables output while driving the success of some of the market’s leading licenses.

One of Europe’s leading independent branded toys and games companies, Vivid is known for its association with blockbuster brands such as Moshi Monsters, Thunderbirds, Bratz Dolls, Crayola and more.

The company has revealed it is ‘very enthusiastic about the recent developments it is working on and excited about the future opportunities for expansion around the world.’

With revenue over £80m, Vivid has identified future growth opportunities across its in-house brand portfolio, strategic alliances with content owners as it targets high-growth areas in various sub-sectors and builds market share in new and existing markets.

Eric Rossi, chief executive of Vivid Toy Group, said: “With Privet Capital’s backing, we are well supported to accelerate Vivid’s growth path including some exciting new initiatives.

“This investment, as well as ongoing operational support from the Privet team, will enable us to continue developing Vivid’s strong product portfolio – particularly within the collectables segment and certain licenses, as well as strengthen further the company’s excellent, long-standing customer relationships with the world’s leading toy and games retailers.”

Vardhan Rajkumar, senior partner at Privet Capital, added: “We are extremely pleased to have acquired Vivid which we believe has significant growth potential.

“Vivid is an exciting business with an impressive track record of end-to-end excellence in each of its core functions, from procurement and product design through to marketing and sales via its unrivalled distribution network and retail relationships worldwide.

“Privet’s investment and operational guidance will support the continued enhancement of Vivid’s in-house developed brand portfolio and expansion overseas.” 

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

Check Also

WiT elects nine members to its board of directors

Women in Toys, Licensing & Entertainment (WiT), a global nonprofit organisation and the industry’s preeminent …