Asobi merges with Alyss Toys

Alyss Toys' portfolio will be managed and supported by UK distributor with operation starting in January 2014
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Asobi has confirmed a significant merger with Alyss Toys.

The new merged business will have integrated operations running from January 2014 as the agreement sees the joining of personnel and brands from both Asobi and Alyss Toys.

The merger will continue to trade under the Asobi name and will see the distribution company's portfolio of products such as Seedling, Vilac and Radio flyer joined by Orb Factory's Sticky Mosaics, Quercetti, Safari and Mic O Mic ranges.

Asobi will manage and support these brand distributions to the toy and gift market covering the UK and Eire.

Thierry Bourret, founder and MD at Asobi, said: "This merger is truly a significant milestone in the development of Asobi and one that is sure to put us on the map.

"Alyss Toys represented some fantastic brands and we look forward to adding these to our enviable portfolio of good quality toys that inspire a child's mind."

VP of Orb, Paul Higgins, added: "We are excited to have our award winning brands join the thoughtfully selected lines of Asobi.

"Thierry and his team are in a great position to increase the exposure of our line in the gift market. With Robin and Elizabeth of Alyss toys bringing their experience and success of our line to Asobi, we are confident that our customers will continue to receive the excellent support and service that they have grown accustomed to."

Asobi's new team will see Bourret and David Bottomley joined by Alyss' Elizabeht Nield with Robin Bennett in a non-executive position.

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