SMART Toys & Games is strengthening its presence in the pre-school toy sector by securing exclusive distribution rights for Hape Toys in the UK and Ireland.

For 40 years, Hape has created toys that support learning through play by combining high-quality materials, child-safe finishes and imaginative design. Trusted by parents, educators and retailers for its durability, safety and educational value, Hape offers products in over 10 different toy categories.

To support this next chapter of growth, Emma Silva, formerly EU Brand Manager for Hape, will join SMART Toys & Games as Brand Director for the UK & Ireland. She brings with her expertise in brand and marketing strategy to further support the growth across SMART’s entire portfolio.

Commenting is SMART’s Global CEO, Rolf Vandoren. “I have always admired Hape, which shares the same values as SMART. Its commitment to quality, innovation and meaningful play makes this a great partnership, and it’s an added bonus that Emma can hit the ground running with her knowledge of the Hape brand from day one.”

SMART offers award-winning brands such as SmartGames, IQ®, Happy Cube®, The Genius Square, GeoSmart® and SmartMax®. The new distribution partnership supports SMART’s growing presence in the pre-school and puzzle categories, after the acquisitions of WOW Toys in 2024 and All Jigsaw Puzzles in 2023.

Peter Heinstein, Hape founder and CEO, says, “I am delighted to have SMART Toys & Games represent the Hape brand. I have known Rolf and the team for a long time, and I am confident that our brand is in safe hands with the SMART UK team.”

The Hape range, including brand new 2026 products, will be available to preview at the London Toy Fair. For further information and sales enquiries, contact uk@smart.be.