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Sambro and Paramount Consumer Products extend partnership

Sambro International has extended its partnership with Paramount Consumer Products for a further three years.

The new deal, which begins this month (January) covers Sambro distributing numerous product lines across the UK and EME regions including many of the Benelux, GAS, CEE and Nordic regions.

It includes all key franchises such as PAW Patrol and Pinkfong Baby Shark, covering Sambro’s key categories of arts and crafts, plush, outdoors and novelty products.

Building on its extensive experience and having worked on PAW Patrol since 2015, Sambro will extend its PAW Patrol arts and craft offering, with new lines such as the Spiral Art Pup Pad and Wobble Head Paint Your Own Pup, plus its own IP developed lines including Felties, Puzzle Palz and Bops N Tops.

Meanwhile, for Baby Shark it will focus on outdoor toy ranges featuring a selection of inflatable water sport products such as swim rings, beach balls, inflatables and water blasters.

“Paramount has an impressive portfolio of amazing brands, so the continuation of our relationship is incredibly exciting for us and we’re looking forward to working further with the team in the coming years,” commented Clare Rix, brand and licensing director at Sambro. “We’ve worked hard with the commercial team to shape out the new contract and are now excited to kick-start our 2024 development early this year.

“Special thanks to Venetia Davie and Simta Sawhney for working so hard to get this new deal across the line.”

Venetia Davie, vp consumer products, UK and Ireland at Paramount, continued: “We are really excited about this pan-European multi-year agreement renewal, which represents the long-standing partnership and trust between Paramount and Sambro, who have been instrumental in our growth across key European retailers. We will continue to work together to bring our brands to consumers.”

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