Inspiring children's imagination through great value fun toys


We are passionate about creating innovative and imaginative licensed and own-label branded toys.


We supply globally our great value and quality products to customers, delivered on-time, first-time, everytime.


We are committed to growing and developing our team, through our development and talent pipeline programmes.


We understand our responsibility to develop product that is both environmentally sustainable and is suitable to inspire and develop young minds.


We are great to do business with, quick to market, and will rise to any challenge. Our aim is to make every day a fun day!

Founded in Manchester in 1996, Sambro International Ltd is an award winning global supplier of licensed and own brand creative products. Working with some of the world’s leading entertainment companies, Sambro is recognised as an industry-leading supplier of bespoke toys, games, soft toys and arts & craft product.

Working both from our head office in Manchester and our offices in the Netherlands and Hong Kong, Sambro’s in-house Sales, Logistics, Design, Buying and Licensing teams provide unrivalled “quick to market” services and work with some of the world’s leading retail organisations.

Our company values are clear. Creativity, passion, honesty, integrity and respect remain hard-wired into our DNA. Responsiveness, efficiency and creating a fun working environment remain at the heart of everything we do.

Meet the Team

Favourite Toy:



 Paul’s the big cheese.  Numero uno.  The big Kahuna.  He’s a massive food and drink connoisseur and is passionate about his beloved Arsenal.  Music is his big passion and what he doesn’t know about Led Zeppelin, frankly isn’t worth knowing.

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Behold Ben, our financial supremo, a world class CFO with a proven track record of driving operational performance and growth across global consumer-facing organisations.  Ben is a Manchester United fan, although having lived in Amsterdam for 4 years, which is also the city where his son was born, his second team is now Ajax!

Favourite Toy:



Eric oversees our Pan-European Sales Team, driving growth throughout all the markets that we operate in. Constantly building relationships with our customers and always on the hunt for new opportunities, it’s no wonder his favourite game growing up was Duck Hunt on his beloved Nintendo.  You can run but you can’t hide from Eric! 

Favourite Toy:


Brand and Licensing Director

Clare makes sure we all stay on track and on time.  By day, Clare manages our relationships with our Licensors and oversees our Brand identity, but by night she’s an award winning show dance ice skater, still managing to find time for her garden and family.  We’d reveal more of Clare’s secrets but we’d be skating on thin ice…

Favourite Toy:


Buying and Sourcing Director

Ed is Sambro’s very own Bear Grylls, fitness supremo, resident cat lover and Super Dad. If he’s not out supporting his beloved Stoke City (come on The Potters!) he’s off flying around the world just for the fun of it.  Fun Fact: He speaks fluent Mandarin and owns his own gym!

Favourite Toy:


Product Director

John is a man of mystery, hailing from the Great White North of Canada. He’s a master of understated wit and is always ready to catch people off guard with his humour. John’s creativity and humour never fail to leave an impression on those lucky enough to cross his path. There’s always an air of intrigue surrounding this enigmatic Canadian…

Favourite Toy:


Business Development Director

Rich looks after the UK sales team and brings a strategic approach to Sambro’s retail partners.  A rare Southerner in the business, in his spare time, Rich can usually be found at
Ashton Gate following the tumultuous fortunes of Bristol City or on a cricket
pitch, as he is also a qualified cricket coach.  

Favourite Toy:


Operations Director

Steve keeps everything running like clockwork.  As Operations Director, he makes sure we have everything we need to run our business effectively.  Steve’s passion is Rugby League and you’ll most likely catch him listening to The Jam.  He makes sure all our product gets to where it needs to; whether by sea, by air or even going underground (…see what we did there?!)

Favourite Toy:


HR Manager

When Denise is not looking after us and keeping us all safe, she’s off at a music gig or trying to tame her ninja cat – wow! where does she find the energy!! Fun Fact: she used to play for the local womens rugby team. Is there nothing this woman can’t do?!?

Favourite Toy:


European Office Manager

Des is the Office Manager for our European operation, ensuring we stay on track and on time. Always calm and efficient, this really is Destiny’s dream role; being able to play with toys everyday day!

Favourite Toy:


Quality Assurance Manager

As our Head of Quality Assurance, Joe literally keeps us all safe!  He makes sure everything we produce is safe, compliant and made to Sambro’s high standards.  Our very own social butterfly, Joe can either be found at a music gig in and around Manchester or at the Etihad supporting his beloved Manchester City.

Favourite Toy:


Ethical and Sustainability Manager

Lisa ensures that all the factories that make Sambro products are safe, ethical places to work. She also spearheads our Sustainability Strategy, encouraging us all to recycle more and do our bit for the planet! Lisa loves live music, travelling and being outdoors, and combines all 3 of these passions when festival season hits – she is lucky enough to have been to every Glastonbury Festival since 2002!

Favourite Toy:


Head of IT

Ciao! Questo è Lorenzo!! Lorenzo patiently answers all our IT questions and never gets annoyed.  He might actually be the nicest person at Sambro!  Solving all our IT problems and keeping us all up to date is Lorenzo’s forte.  He is officially* Sambro’s best dressed man and a life-long Manchester United fan. 

(* Officially, according to Lorenzo)

Favourite Toy:


International Sales Manager

This is Mike, our International Sales Manager.  If he isn’t wowing us with his knowledge of International markets, he’s impressing us with his knowledge of the latest Netflix content.  If you can’t find him, he’s most likely talking with one of his customers or hitting the gym.

Favourite Toy:


Head of Global Supply Chain 

Nick manages our supply chain and logistics, making sure all our product gets to the right place at the right time.  Nick is the official Sambro “Cheeky Chappie” of the office and a massive Manchester City fan.

Favourite Toy:


Licensing & Brand Controller

Simon is our numbers supremo.  He crunches the numbers and generally wows us with his excel skills.  As well as being a gamer and huge DC and Marvel fan, he is also a massive WWE follower.