Following its acquisition of Worlds Apart last fall, Moose Toys officially rebranded the company as Moose Toys UK. Toy World Magazine was first to report that the rebranding as Moose Toys Ltd. UK is effective immediately.
“It’s been an incredibly smooth and positive marriage of two business cultures and values, already surpassing our initial ambitions; there’s more synergy than we initially anticipated, which means we can get on with investing further in developing our UK business through our new structure and maximizing the global efficiencies,” says Neil Shinner, CEO, Moose Toys UK. “The pipeline of new brands and products destined for the UK for 2020 is significant, and we are already preparing to maximize the local impact. I’m delighted to announce that we will be at the UK Toy Fair in January next year to highlight our autumn 2020 product launch plans with our retail partners.”
At the time of the acquisition in November, Moose Toys CEO Paul Solomon pointed to the success of Worlds Apart’s Scruff-A-Luvs brand as a major door opener. “With the initial success of Scruff-A-Luvs globally, it is a great opportunity to expand their reach and further develop this much-loved brand, while also increasing our presence in the UK,” he said.