Wow Toys acquired by Smart Toys and Games
Wow Toys has been acquired by Smart Toys and Games, a leading Belgian puzzles and games company.
Founded in 1996 by Nadim Ednan-Laperouse, Wow Toys offers a range of pre-school vehicles and figures that have no sharp edges, no small parts, no toxic materials and no batteries.
Ednan-Laperouse said: “I am delighted to be able to announce that Wow Toys, a family business has joined the Smart Group. We share the same goals and values and we both believe in investing in great people to make premium products.
“I am looking forward to working with the team at Smart to transition the brand as I continue to pioneer my work as the founder of The Natasha Allergy Research Foundation, a charity building the awareness of Natasha’s Law and educating everyone on food allergies with the aim to eradicate food allergy and allergic disease, creating a safer world for all.”
Smart said the acquisition will help it to grow its presence in the UK following the acquisitions of The Happy Puzzle Company in 2022 and All Jigsaw Puzzles in 2023.
Smart Toys and Games UK managing director Peter Rooke said: “We are looking forward to welcoming the Wow Toys team to Smart UK, all of our acquisitions have relied on the experience and expertise of the existing management in each company. This acquisition widens both our category presence in pre-school, but also our specialist customer base.
“We look forward to launching new Wow Toys products in 2025 and thank everyone for their belief in Smart and for their ongoing support for all of our brands.”
