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Moose Toys acquires Worlds Apart as firm expands its European operations

The global toy company and firm behind the wildly popular Shopkins brand, Moose Toys has acquired the UK design led business and team behind the Scruff-A-Luvs brand, Worlds Apart.

The move has been highlighted as part of Moose Toys’ expansion of its European network as well as the growth of its portfolio of innovative products.

Worlds Apart is a UK toy company and creator of children’s lifestyle products, well known for their Scruff-a-Luv, Ready Beds and Kid Active brands.

CEO Moose Toys, Paul Solomon, said: “There is a strong values alignment between both companies and synergies in how we design and create. We were impressed with their commitment to developing high quality products that kids love.

“With the initial success of Scruff-a-Luv’s globally, it is a great opportunity to expand their reach and further develop this much loved brand, while also increasing our presence in the UK,” he added.

“We are excited about the opportunity to work with fantastic, creative people who are passionate about bringing the Wow to all that they do, so we can deliver more magic Moose moments to children in the UK.”

CEO and partner at Worlds Apart, Neil Shinner, added: “We welcome the opportunity to work with such an accomplished and successful global team.

“We truly believe that joining with Moose will help realise all the fantastic new product opportunities that are being created, and also release the full potential of our talented team,” he added.

The acquisition of Worlds Apart will come into effect on 16 November 2018 and will include all assets and brands; no roles will be made redundant as a result of this initiative.

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