Danish toy brand, Plus-Plus, is to open of a UK & Ireland subsidiary from January 2023.

Following success in the US and Nordic markets, where Plus-Plus operates a direct to market model, the company has confirmed its move to develop one of Europe’s biggest markets, and heading up the new company will be experienced toy industry executive, Phil Hooper, as managing director Plus-Plus UK & Ireland Ltd.

Phil joins with over twenty-five years of experience gained across senior roles at Mattel, Spin Master and Warner Bros Discovery. Brands Phil has successfully developed in the UK include Hot Wheels, Fisher-Price, Bakugan, Tech Deck, Hatchimals, Kinetic Sand, Meccano and Paw Patrol.

Phil commented: “I am delighted to be joining the business at such an exciting time for the company. The commitment to incorporating a UK & Ireland subsidiary is a clear reflection of Plus-Plus’ ambition to build a long-term brand in partnership with our retail customers. The high-quality values of the Plus-Plus brand, new product development and commitment to marketing should enable us to build an evergreen presence in the UK & Ireland. We are very much looking forward to launching the brand, recruiting a new team and sharing our 2023 plans at London Toy Fair, Nuremberg and Birmingham Spring Fair.”

The company is currently recruiting for a UK sales manager, see the Toy World recruitment section here for more details.

Danish brand Plus-Plus is internationally recognised for its high-quality and is the winner of multiple product awards. Plus-Plus is a socially and environmentally responsible company; the factory and headquarters run on 100% green energy from wind power, and all products and packaging are 100% recyclable.

Click here for more information on Plus-Plus and its products.