Goliath acquires Vivid Toy Group

Vivid's Tony Hicks has described the move as a bold new chapter in the company's story. Goliath completed the takeover as it looks to strengthen its distribution and retail partnerships in the UK.
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Goliath has secured the acquisition of Vivid Toy Group from Privet Capital for an undisclosed sum.

Vivid's Tony Hicks has described the move as a bold new chapter in the company's story. Goliath completed the takeover as it looks to strengthen its distribution and retail partnerships in the UK.

Vivid is one of Europe’s leading independent branded toy and games companies, distributing, licensing, designing, manufacturing and selling a combination of toy and games IP and third-party licenses and distributing partner brands in over 60 markets around the world.

It works with retailers like Amazon, Argos, Auchan, Carrefour, Mueller, Smyths, Target, Tesco, The Entertainer and Walmart. The Company is headquartered in the UK (Guildford), and has additional sales and marketing operations in France (Paris) and Germany (Frankfurt), as well as operations in China (Hong Kong). 

Vivid is best known in the industry for EMEA distribution of the Crayola brand and association with blockbuster hits over the years such as AniMagic, Moshi Monsters, Thunderbirds, Bratz Dolls, Nella The Princess Knight and others. 

The company recently announced a major partnership with Corus Nelvana as part of its exciting innovation pipeline into 2019 and beyond.

Meanwhile, founded in 1980, Goliath is a privately-owned, international games specialist. In 2017, NPD recognised Goliath as the number one pre-school games manufacturer and number three children’s games manufacturer in the USA as well as the number two overall games manufacturer in France. 

Using the combined scale of the Pressman, Goliath and Crown & Andrews game portfolios, Vivid will launch a completely new games range for 2019. Being well known for its major investments in digital marketing, social media and TV advertising, Vivid will get the full benefit of Goliath’s global marketing team.

Tony Hicks, Chief Executive of Vivid Toy Group, said: “The acquisition of Vivid by Goliath represents a bold new chapter in our company’s story. 

"With Goliath’s backing, we are well supported to build a world leading portfolio that will continue to strengthen the company’s excellent long-standing customer relationships with the world’s leading retailers.”

Adi Golad, chairman and founder of Goliath, added: “We are extremely pleased to have acquired Vivid which we believe has significant growth potential. 

"With a long history of working together, we know the Vivid team well. They are a highly professional, world class business spanning toys, arts & crafts and games with an impressive track record of ‘end-to-end’ excellence in each of its core functions, from procurement and product design to marketing and sales by its unrivalled distribution network and retail relationships in the UK and broad network worldwide. 

"We welcome our new colleagues to the Goliath family and look forward to building a great business together." 

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