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.

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:


UK Sales 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?!)

Coming soon...


European Managing Director

Coming soon…

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:


Chief Financial Officer

Chris is the numbers guy-he looks after our finances! He’s a big football fan -Newcastle and Culcheth U10 Dragons (his son’s team!) Chris is often found trying (failing) to play golf or hurling himself down a ski slope and likes to relive the 90’s by listening to Metallica, Pearl Jam and Oasis!

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!  Streamlining our IT systems 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:

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:

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.