Smart Toys and Games Acquires WOW Toys Company

Belgian puzzles and games company, Smart Toys and Games, is delighted to announce the acquisition of WOW Toys company (NAD Developments Limited) and welcome the WOW Toys brand and team to the growing Smart family.

WOW Toys, founded in 1996 by Nadim Ednan-Laperouse, is known for its pre-school range of vehicles and figures of over 70 interactive vehicles and over 100 figures, with mechanisms that include a flywheel and clutch system, providing easy interactive play with robust toys that can safely handle the most enthusiastic young children. The range continues to be supported by retailers across the world and loved by parents looking for premium quality products that inspire fantasy role play with their children.

Nadim 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”.

The acquisition by Smart, known for award-winning 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’s global CEO, Rolf Vandoren said; “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”.


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