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ToyTopic Launches with Strategic Partnership with WowWee and Multi-territory Hasbro License Agreements

ToyTopic Launches with Strategic Partnership with WowWee and Multi-territory Hasbro License Agreements

ToyTopic is announcing exciting plans for the company, establishing itself as a new player in the toy market with high-profile brands on board and a strategic partnership with WowWee. With a new London showroom opening in October, a large presence at London Toy Fair and Paul Cook joining as the new Sales Director, the company is set to take off!

ToyTopic is delighted to confirm it has signed a strategic partnership deal with WowWee, the company behind the huge global successes of the Baby Shark toy line, Fingerlings, and Robosapien to mention a few. Having already established a successful relationship through WowWee distributing ToyTopic product internationally since last year, ToyTopic will market the entire WowWee portfolio (except for My Squishy Little Dumplings) in UK and Ireland from Spring 2022 onwards. 

WowWee’s extensive portfolio available from ToyTopic include the huge hit property PinkFong Baby Shark and exciting new launches from WowWee, such as the highly anticipated Got2Glow Fairy Finder. With even more high-profile brand announcements in the pipeline for AW 2022, there are exciting times ahead.

Michael Yanofsky, MD Sales, WowWee, comments: “WowWee is thrilled to be entering into this new partnership and believe that it is exactly what we need to grow our business in the UK/Ireland. The experience, know-how and wisdom that the ToyTopic team brings to the table will provide a level of focus that is 100% centered around growing the WowWee product portfolio, distribution and overall presence in the UK/Ireland market. We look forward to what the future has in store.”

A multi-territory license agreement with Hasbro is also in place, which will see ToyTopic market licensed Peppa Pig toys. Launching on shelf in many countries around the world now, ToyTopic’s Peppa Pig lines have already having received a very strong level of support from retail.

Marianne James, VP EMEA and Asia Licensed Consumer Products, Hasbro, says: ‘We’re very excited to be partnering with ToyTopic at a pivotal time for our beloved Peppa Pig. We’re looking forward to seeing Peppa come to life in the variety of innovative products that ToyTopic have developed, at the start of our long-term partnership’ 

Supporting the growing business, ToyTopic is very pleased to confirm Paul Cook has joined the company as the new Sales Director from the 6th September 2021. Paul brings his considerable experience in the toy business to ToyTopic, having spent the last 19yrs at Sambro International in sales.  

Ashley Holman, ToyTopic MD, comments: “We are thrilled to have formed a strategic partnership with WowWee. An inspiring company and team, WowWee are the innovators of high-profile and best-selling toys, that children and fans really love and aligns with the values we had for ToyTopic. 

I’m delighted that in a relatively short time, we have the opportunity to bring to market some of the most famous and iconic brands across the joint licensed portfolio. I’m pleased to welcome Paul Cook as our new Sales Director who is a fantastic addition to the company. With his wealth of experience, he is a real asset to the team, further enhancing our relationships with partners and retailers. With a boosted team and strong brands on offer, we are set for exponential growth in the business! “

Paul Cook, ToyTopic Sales Director, says: “I’m delighted to join ToyTopic at this exciting stage of the company’s growth. It’s a joy to work with the entrepreneurial ToyTopic team, developing and implementing strategies that will continue to expand the business.  We already have an amazing line-up from our strategic partners WowWee and Hasbro licence agreement. I’m really looking forward to showcasing the high-profile brands and supporting our customers and retail partners.”

The ToyTopic team is led by Ashley Holman and was established in 2020 with the vision to develop innovative, quality and speed across licensed and own brand toys. There is a team with a wealth of experience in manufacturing, product development/innovation, marketing and sales providing a great platform for future growth with innovation and fun at the heart of everything they do.

Based in Southwest London, the company is opening a new showroom in October 2021. ToyTopic will also have a large presence at London Toy Fair 2022. 

Ashley Holman will continue to run Riverside Brands alongside ToyTopic. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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