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

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This is Paul, our CEO.  He’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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Collette’s the glue that keeps us all together.   As Chief Commercial Officer she sits across all our key commercial functions from sales, buying, design and licensing.  You might be able to charm her with cake, but don’t even think about challenging her at the gym or on Peloton – you WILL lose!

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Trading Director

This is Jez, one of the founding partners of our business.  Our very own Alan Sugar, hunting out the very best deals and opportunities globally and famous for his catch phrases.  It costs HOW much?!?

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Managing Director, Europe

This is Eric, who manages our European operation.  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! 

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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?!)

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Financial Director

Craig is our Finance Director.  When he is not keeping our financial health in check, he’s off hiking around the UK and will soon be a Dad! He has the most eclectic music taste of anyone at Sambro – from punk, to metal, to folk, and to country.  In fact, one of his favourite artists is Johnny Cash.  Yes.  CASH!  (…and we’re not even making that up!)

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Head of Quality Assurance

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.

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Supply Chain & Logistics

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.

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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)

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HR Manager

Denise is our busy HR Manager.  When she’s 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?!?

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Head of Buying

Ed is our Head of Buying and Product.  He’s 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!

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Commercial Manager

Clare makes sure we all stay on track and on time.  By day, Clare is our Commerical Manager 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…

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Head of Brand & Licensing

Adrian is our Head of Brand & Licensing, managing our relationships with our external partners and working on our Marketing projects.  When he’s not doing a bit of vintage furniture up-cycling he’s a doting Dad to two cat brothers.  Bribe him with Cadbury’s Chocolate Fingers…

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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 massive DC and Marvel fan, he is also a massive WWE follower.

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Finance Controller

Brian is our Financial Controller.  He keeps an eye on the purse strings and keeps us all in check! Brian’s footballing past is legendary and he still follows the beautiful game.  Fun fact! Brian’s Grandfather was the Swedish Consul to Manchester – Sa interessant!!

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International Sales

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.

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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!

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Sales Manager

Joris is our Sales Manager responsible for all sales into key accounts across Europe. Always enthusiastic and ready to help, Joris’ dream job as a child was a toy tester after watching the film “Big”. He got pretty close to his dream job, but did he ever actually grow up? We’ll let you decide…