Nico Blauw, CEO of Upper Deck International, has announced the acquisition of Swedish company Trendus Europe.
The announcement was made at the fifth annual Upper Deck party at the Nuremberg Toy Fair.
Trendus is manufacturer and distributor of toys and games within the Nordic region and has been a key distributor of Upper Deck products, including the Yu-Gi-Oh and World of Warcraft TCGs, for over five years.
Trendus Europe will be renamed Upper Deck Nordic after the consolidation of Trendus. Upper Deck Nordic is managed by Jan Erik Andersson, who previously gained experience with FMCG’s at Nestle and Findus.
In addition to this acquisition, Upper Deck has hired over 18 employees in recent months to expand its business in both toys and collectibles and to support all categories.
Upper Deck has also announced that Milagros Aleman has joined the team as marketing director for the international business, with responsibility for above and below-the-line marketing, organized play, and all online communication.
Milagros joins from Mattel, has worked in Latin America, the US and Europe and brings with her more than 13 years experience in the industry.
Upper Deck has also recently recruited Rene Flores as category director for Coollectibles. Rene brings with him a wealth of experience having previously worked for Wizards of the Coast and the Pokemon Company. His expertise in licensing and sports will assist Upper Deck in continuing to grow this part of the business.
Nico Blauw, CEO of Upper Deck International BV said: “In a difficult economic climate, we are delighted that Upper Deck continues to grow and evolve. The acquisition of Trendus enables us to build on the success of our brands in the Nordic region, and will aid us to cement our key existing relationships and develop new business partnerships.
"Ultimately this will bring us closer to our valued customers in this growing geography. We look forward to welcoming Trendus into the Upper Deck family and working closely with the team to build on their continuing successes.”
Visit Upper Deck International at the Nuremberg Toy Fair in Hall 10.1. C booth 06.