The firm was started in 1999 by Peter Brown (CEO), Simon Hedge (Commercial Director) and Carl Moran (Finance Director).
It has survived a number of minor corporate disasters including a pre-Christmas warehouse fire in 2003.
In 2008 the company was acquired by Italian toy giant, Giochi Preziosi, but has kept its company identity and in 2009 officially broke into the top ten list of UK toy companies for the first time.
Peter Brown says the team's share vision was a major factor in its success: "When starting the company the entire team believed in what we were doing. The management team were hand picked for the skills in their field plus their belief in what makes a good toy; ensuring we were all striving for the same goal.
"This has filtered down and the result is a dedicated team across the board whether sales, marketing, product development or operations. Without them, and the loyalty of our customers, the remarkable results we have achieved would not have been possible
"In addition our many core brands such as Sylvanian Families, Plasticine and Shaker Maker are heritage names in themselves and epitomise good old fashioned play appeal and family values. Plus, the addition of new names such as Gormiti and My Life has added a new dimension to the portfolio; - meaning we can almost be a one stop shop for our customers."