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Belgian puzzles and games company Smart Toys and Games has announced the acquisition of Wow Toys company (NAD Developments Limited).
Wow Toys founded in 1996 by Nadim Ednan-Laperouse is known for its pre-school range of vehicles and figures.
The range created with children in mind has no sharp edges, no small parts, no toxic materials and no batteries.
The acquisition by Smart, known for brands including SmartGames, IQ, Happy Cube, The Genius Square, GeoSmart and SmartMax furthers the growth and presence of the company in the UK after the acquisitions of The Happy Puzzle Company in 2022 and All Jigsaw Puzzles in 2023.
Smart has grown in 2023 with Happy Puzzle’s head-to-head challenges, such as The Genius Square. Together with other product acquisitions and partnerships, the portfolio has grown to include MiMiQ, Yatzy, Smartivity, Foooty, and Rockeees.
Ednan-Laperouse said: “I am delighted to be able to announce that Wow Toys, a family business, have 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. The talented team at Wow Toys will continue to operate as part of Smart Toys and Games UK and the brand will also enjoy the synergies and sales opportunities that come with the international presence of the Smart brand.”
Peter Rooke, Smart Toys and Games UK managing director, added: “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.”
