Belgian puzzles and games company, Smart Toys and Games, has acquired WOW Toys company (NAD Developments Limited) and welcomes the WOW Toys brand and team to the growing SMART family. The acquisition by SMART 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.
Founded in 1996, WOW Toys is known for its high-quality preschool 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 highly designed range of over 70 vehicles and over 100 figures combines easy interactive play with robust design.
Commenting on the acquisition is WOW Toys’ founder, Nadim Ednan-Laperouse.
“I am delighted to be able to announce that WOW Toys, a family business, has 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 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.”
SMART’s global CEO, Rolf Vandoren, adds: “I have always admired the WOW Toys product range and have known Nadim for a long time. We are delighted to announce the latest high-quality acquisition to the SMART Group, and we are able to continue Nadim’s work of establishing a great vision and delivering amazing product in a growing category for SMART.
“Our team will carry on the design and development of new ranges for the future, and we want to thank Nadim for his trust in us to look after his brand going forward. Nadim will remain an advisor to the SMART Toys and Games Board for the foreseeable future.”
For further information contact info@smart.be or click here.
