Source: Incredible Group/The Toy Book

After nearly 20 years of growth, Incredible Novelties is rebranding and refocusing as The Incredible Group.

The Canadian company will serve as the parent of three new divisions: Incredible Play, Incredible Novelties, and Incredible Incentives.  Co-founders Dan Jankelow and Saul Sacks say that the restructured company will continue to provide all of its previous offerings while expanding its divisions in new ways.

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Incredible Play enters the toy industry as a distributor, wholesaler, licensor, and inventor, with a focus on toys, games, and outdoor products. Meanwhile, Incredible Novelties continues to offer trend items for impulse, swag bags, and event offerings while Incredible Incentives serves as a source for customized promotional items for any brand.

The Incredible Group serves retail and manufacturing partners, including Mastermind Toys, Dollar Tree, Globber, Hog Wild, Jazwares, Cra-Z-Art, and more.