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.”


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