Nearly three years after its acquisition of Interplay UK Ltd, Wisconsin-based PlayMonster is rebranding its UK outpost as PlayMonster.

The rebranding is effective immediately and will continue throughout the year as products are refreshed to reflect PlayMonster UK Ltd, which will remain a subsidiary of PlayMonster LLC. No change to staffing or responsibilities will take place and UK Managing Director Adrian Whyles will continue reporting to PlayMonster CEO Bob Wann at the company’s Beloit, Wisconsin headquarters.

“This announcement will serve to expand PlayMonster’s worldwide brand presence, and to further PlayMonster’s growth and evolution towards becoming one of the industry’s top toy companies,” Wann says. “Everything we do across PlayMonster worldwide champions the power of play in children everywhere by continuing to innovate and bring smiles to young faces across the globe.”

Related: Exclusive: PlayMonster Relaunches the Original Koosh

PlayMonster and Interplay began their partnership in 2016 when PlayMonster acquired a North American license for Interplay’s My Fairy Garden brand.

Within the past year, PlayMonster has experienced growth with new brands, new hires, and the successful launch of Snap Ships and Drone Home.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.