Leading Belgian puzzles and games company SMART TOYS AND GAMES are delighted to announce the acquisition of WOW Toys company (NAD Developments Limited) and welcome the WOW Toys brand and team to the growing SMART family.

WOW Toys founded in 1996 by Nadim Ednan-Laperouse are known for their high quality pre-school range of vehicles and figures. The range created with children in mind has no sharp edges, no small parts, no toxic materials and no batteries. The highly designed range of over 70 vehicles and over 100 figures are fully interactive and the mechanisms include a flywheel and clutch system that provide easy interactive play with robust toys that can safely handle the most enthusiastic young children. The range continues to be supported by retailers across the world and loved by parents looking for premium quality products that inspire fantasy role play with their children. 

Nadim said “I am delighted to be able to announce that WOW Toys, a family business have joined the SMART Group. We share the same goals and values and we both believe in investing in great people to make premium products. I am looking forward to working with the team at SMART to transition the brand as I continue to pioneer my work as the founder of The Natasha Allergy Research Foundation, a charity building the awareness of Natasha’s Law and educating everyone on food allergies with the aim to eradicate food allergy and allergic disease, creating a safer world for all. The talented team at WOW Toys will continue to operate as part of SMART Toys and Games UK and the brand will also enjoy the synergies and sales opportunities that come with the international presence of the SMART brand”.


The acquisition by SMART, known for award-winning brands including SmartGames, IQâ, Happy Cubeâ, The Genius Square, GeoSmartâ and SmartMaxâ furthers the growth and presence of the Company in the UK after the acquisitions of The Happy Puzzle Company in 2022 and All Jigsaw Puzzles in 2023.


SMART’s global CEO, Rolf Vandoren said; “I have always admired the WOW Toys product range and have known Nadim for a long time. We are delighted to announce the latest high-quality acquisition to the SMART Group and we are able to continue Nadim’s work of establishing a great vision and delivering amazing product in a growing category for SMART. Our team will carry on the design and development of new ranges for the future, and we want to thank Nadim for his trust in us to look after his brand going forward. Nadim will remain an advisor to the SMART Toys and Games Board for the foreseeable future”.


SMART Toys and Games UK Managing Director, Peter Rooke said “We are looking forward to welcoming the WOW Toys team to SMART UK, all of our acquisitions have relied on the experience and expertise of the existing management in each Company. This acquisition widens both our category presence in pre-school, but also our specialist customer base. We look forward to launching new WOW Toys products in 2025 and thank everyone for their belief in SMART and for their ongoing support for all of our brands”.


All of SMART’s companies offer an impressive range of multi-award-winning puzzles and games, with SMART’s focus on cognitive skill-building products having seen huge global success in the toy market. The SMART UK companies continue to have their founders at the helm which is a strength in terms of the quality of the products they produce all under UK based inspirational leadership teams.


SMART has earned a reputation as a world-leader in single-player puzzle games, such as the IQâ Games range, Penguins on Ice, Cats & Boxes, Squirrels Go Nuts and Quadrillion. They have grown in 2023 with Happy Puzzle’s head-to-head challenges, such as The Genius Square together with other product acquisitions and partnerships the portfolio has grown to include MiMiQâ, Yatzyâ, Smartivityâ, Foootyâ and Rockeeesâ.


For more information: please email info@smart.be.



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