Dickson (pictured) has set up a European office for Alpha in Ascot and will be launching the firm's new range at Toy Fair in London.
Alpha’s Race Tin brand of licensed cars and SkyRover helicopters are already popular in Asia markets along with its Auby range of infant toys.
The firm is also an animation production company and is is the first listed company of animation and toys in mainland China, also claiming to be the largest toy producer there, manufacturing its own brand product line and developing for Blue Chip private label partners.
Animation productions include Blazing Teens 3, Flash & Dash 1 and 2 (which features R/C licensed cars) with other titles in production for 2011.
The European business will supply direct to all channels and provide own-label opportunities.
Alpha launched its product ranges at its Hong Kong showrooms in August 2010 and will unveil its European range at Toy Fair at Olympia (Stand no H65) and Spielwarenmesse, Nurnberg.
Andrew Dickson, MD Alpha Europe, commented: "This is an exciting time for the company with focus on providing strong product having high consumer appeal, excellent packaging and a product range that is arguably the most dynamic seen in the R/C categories for years".