Investment deal sees Wow! Stuff become part of the Troy Companies group

Wow! Stuff has become part of the Troy Companies group following an investment deal.

Troy’s strategic investment will enable Wow! Stuff to expand its footprint across Europe and ‘supercharge growth across the USA and other global markets’.

The move marks a partial exit for minority equity investor BGF who will continue to invest in the combined business alongside the WOW! Stuff management team.

“This was a long-term investment for BGF and we are delighted that our patient capital has provided Wow! Stuff with the springboard for significant growth”, said Jon Earl, Partner at BGF.

The management and innovation team at Wow! Stuff will remain unchanged, with MD Dawn Lavalette continuing to lead the business and Richard North remaining as President.

“WOW! Stuff is about innovation in toys,” said North.

“Our mission, our passion and our love is to create that signature WOW! moment for kids of all ages and genders and this investment is testament to the belief both businesses have in the company, the group and its people”.

Dawn Lavalette added: “This partnership is about growth – bold, ambitious growth. With the backing of the Troy Companies group, we’re now better positioned than ever to expand globally, scale our creative and commercial operations, and stay laser-focused on what makes us unique: world-first innovations and a love for surprising and delighting fans worldwide.

“An immediate example of the benefits of this deal is our signing of many tier one licenses and expansion of the Puppetronics brand, launching globally in 2026”.

John Huiberts, Troy Companies group CEO added: “We are so excited that WOW! Stuff has joined the Troy family of companies. We have created a world class manufacturing and logistics operation and have the scale and support to amplify WOW! Stuff’s business while keeping the brand’s DNA intact. This is a tremendous opportunity for us to compete on the same level as the biggest toy companies globally”.