Worlds Apart Rebrands as Moose Toys UK

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.

About the author

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.