Sambro celebrates 25 years in the toy business

Sambro is celebrating 25 successful years in the toy business.

Originally a clearance-house trading company across multiple categories selling to UK retailers, the business has evolved into a product development-focused toy company, developing licensed and own-brand products across Soft Toys, Creative Play, Novelties and Outdoor Fun.

Over a quarter of a century, Sambro has gone from strength to strength in terms of products, brands and financial performance.

The business grew its turnover by 38% in 2021 to £52m, and is confident it will achieve similar growth targets in its silver anniversary year. This is attributed to “continued transformation” – a focus on customer relationships, product development and partnerships. Specifically, the business has benefitted from a more balanced approach to own-brand development alongside the development of quality licensed products.

Paul Blackaby, Sambro CEO, says: “We’re incredibly proud to be celebrating our 25th anniversary.  Our business has evolved to become a key player within the toy industry, trading in over 30 countries worldwide.

“There’s never been a more exciting time to work with Sambro, whether as a brand or a retailer, with our team delivering fantastic results. We’re excited to be at Toy Fair this year to see so many people face to face again as well as to introduce our new sales and commercial team.”

Sambro works with over 10 brands who trust the toy developer with their IP, including Disney, Nickelodeon, Mattel, Hasbro, Viacom, Bull Dog and Cosatto. The range of products under these brands is far-reaching and includes Barbie, Paw Patrol, Peppa Pig, Disney Princess and Care Bears. In 2022, Sambro will distribute over 8m units of character plush toys.

The Sambro team has also developed its own portfolio of brands through its in-house design and innovation team. These include Puzzle Palz – fun, character erasers which have sold over 35m units worldwide since their launch in 2019.

In further news, Sambro has expanded its European 3PL warehouse model to support sales growth in the EU. The supply-chain model has been streamlined to best manage the challenges of supplying globally.

Sambro enjoys long-term relationships with some of the world’s largest FMCG retailers, toy specialists, grocers and distributors. These include ASDA, The Entertainer, Pepco, Home Bargains, Smyths and Action.

Sambro representatives will be attending the London Fair this month, showcasing the company’s new products and licenses. Visitors to the stand will be able to meet Sambro’s UK Commercial Director Sara Greenhalgh, who heads  up the new UK sales and commercial team, as well as Head of Ecommerce Jon Hartley, and Senior National Accounts Managers Alex Ratchford and Paul Mabbs.

Sambro will be on stand F16 at the Toy Fair in London on 25 – 27th January 2022.


About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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