Fladgate LLP has advised Privet Capital (Privet), a private equity investor, on its acquisition of Vivid Toy Group Limited (Vivid) for an undisclosed sum.
Vivid is one of Europe’s leading independent branded toys and games companies, licensing, designing, manufacturing and selling a combination of in-house developed toy and games IP and third party intellectual property licenses to major retailers in the UK, France, Germany, Benelux and US markets including Tesco, Argos, Wal-Mart, Carrefour, Toys“R”Us, Smyths and Amazon. The Company is headquartered in the UK (Guildford), and has additional sales and marketing operations in France (Paris) and Germany (Frankfurt), as well as operations in China (Hong Kong). Vivid’s core product lines are toys, games, and arts & crafts.
Vivid is best known in the industry for its association with blockbuster brands over the years such as Moshi Monsters, Thunderbirds, Bratz Dolls, Animagic, Articulate, Lego, Crayola and many others. The company is very enthusiastic about the new developments it is working on and excited about the future opportunities for expansion around the world.
Vivid has strong market share and has continued to perform well over recent years, with revenue over £80m. The business has a strong track record of investing in products with long lasting appeal, and its existing core brands have predictable revenue streams that comprise over 60% of Company sales. Future growth opportunities have been identified across its in-house brand portfolio, strategic alliances with content owners, capturing additional distributor products, targeting high-growth areas in various sub-sectors and building market share in new and existing markets.
Vardhan Rajkumar, Senior Partner at Privet Capital, commented: “We are extremely pleased to have acquired Vivid which we believe has significant growth potential. Vivid is an exciting business with an impressive track record of ‘end-to-end’ excellence in each of its core functions, from procurement and product design through to marketing and sales via its unrivalled distribution network and retail relationships worldwide. Privet’s investment and operational guidance will support the continued enhancement of Vivid’s in-house developed brand portfolio and expansion overseas.”
The Fladgate team was led by banking partner Luke Morris and corporate partner Graham Spitz, assisted by corporate associate David Baverstock.