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Jazwares opens the doors of new Bilbao office

Jazwares has revealed a significant milestone in the company’s European growth strategy by opening its latest wholly owned office in Bilbao, Spain, to service the Iberian market in 2025.

Iberia is an important toy market and the expansion marks Jazwares European operation’s first direct supply model with retailers in Southern Europe.

Jazwares also has offices supplying retailers directly in the UK, Germany, France and the Netherlands.

Santiago Guerra Lopez, a respected and influential figure in the Spanish toy industry, has been appointed as md of Jazwares Iberia.

With over 18 years of experience as evp at Bizak, a leading Spanish toy company, his appointment and the opening of the office is a significant step forward in Jazwares’ European development and growth strategy.

“Iberia is an incredibly valuable European market. We have built a solid business to date and we are very thankful for our distributor, Toy Partner’s work in distributing Jazwares’ products to this point,” commented Jonny Taylor, svp of Europe at Jazwares. “With a clear focus on European growth, now is the right time to transition to a direct to retail supply model in the region.

“We are thrilled to welcome Santiago aboard to spearhead operations for Iberia. His proven track record and local market expertise combined with Jazwares’ world-class product portfolio, means we are well positioned to take our Iberian business to the next level.”

Santiago continued: “I am both delighted and proud to join Jazwares and lead the operations in Iberia; the opportunity to grow our business within the region is significant. Jazwares is enjoying huge success worldwide as one of the fastest-growing global toy companies. With the strength of our product portfolio, highly talented team, and strategic plans, it’s an exciting time to join.”

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