Sambro appoints Tony Hicks CEO

Formerly chief executive at Vivid Toy Group, Tony joins the licensed merchandise specialist to drive international trade

Written by Rhys Thomas

Posted 30.04.2019 | Toys

Sambro appoints Tony Hicks CEO thumbnail

UK-based licensed merchandise specialist Sambro has named Tony Hicks as its new Chief Executive Officer, taking up the role from 1 May.

Tony has 25 years of experience delivering growth strategies for major business units across Europe, Asia and North America for market leading international consumer brands including Carlsberg, Molson Coors and Mars.

He joined the toy industry five years ago at LeapFrog, where he was tasked with growing international business as Chief International Officer. Most recently, Tony was chief executive of Vivid Toy Group and led the team in transforming the business ahead of its recent sale to Goliath.

Sambro specialises in licensed toys, novelties and back to school

“We are delighted to have Tony on board who shares our ambitious growth plans for Sambro,” says Tom Falcon, Chairman of Sambro and Operating Partner at Elysian Capital, which joined a management buyout of the Bury-based business in 2016.

“Tony’s strategic background and experience in leading international FMCG and toy businesses, coupled with his strong relationships across the toy industry and licensing community, will be critical to delivering further growth for our business and driving our international expansion.”

Tony adds: “It is a real privilege to be joining Sambro at this exciting stage in its development. Sambro is a strong business with a fantastic track record developing licensed products and has been expanding further into other categories and segments.

“The team have built a strong distribution network and retail relationships worldwide that are primed to build the next level of growth upon.”


The Lowry ignites artist's licensing programme thumbnail

The Lowry ignites artist's licensing programme

Manchester arts centre bolsters licensing programme for ‘matchstick man’ painter LS Lowry ahead of Tomothy Spall biopic

Pokémon detected at London retail landmarks thumbnail

Pokémon detected at London retail landmarks

Retail promotion and new branded zone at the Regent Street toy icon launch to coincide with Pokémon Detective Pikachu

The Point.1889 doubles deals for confectioner Barratt thumbnail

The Point.1889 doubles deals for confectioner Barratt

Maker of iconic Fruit Salads and Black Jacks sweets adds food, drink, novelty and health and beauty partners to growing ...

Press Releases

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year

Henson back catalogue hits Amazon thumbnail

Henson back catalogue hits Amazon

More than 100 days’ of The Jim Henson Company’s content including Fraggle Rock now streaming on Amazon Prime Video

Pingu cooks up creative competition thumbnail

Pingu cooks up creative competition

Readers of lifestyle mag Lettuce Club are tasked with inventing tasty Pingu-themed recipes

Diesel Brothers game rolls out thumbnail

Diesel Brothers game rolls out

The Diesel Brothers: Truck Building Simulator video game is based on the hit Discovery Channel TV series