October 30, 2023



(Financial Year Ended 31 December 2022)

Financial Highlights:

  • Group sales in 2022 were £61.4m, an increase of 20.4% on 2021 (£51.0m)
  • Group EBITDA in 2022 was £4.2m, an increase of 500% on 2021 (£0.7m)
  • Net cash generated from operating activities was £4.3m, significantly ahead of the prior year (when cash consumed was £2.9m)
  • Cash and cash equivalents at the end of 2022 were £2.1m, 106% ahead of the prior year when these were valued at £1.0m

Operational highlights:

  • Quality, Stable Leadership with years of toy industry knowledge combined with functional specialism and expertise
  • License security and expansion – Strong, long-standing and secure partnerships with many of the most successful global brand partners and access to some of the most exciting IP on the planet including a new partnership with Acamar Films (Bing)
  • Supply-chain – Continued development of our World-Class sourcing and supply-chain capabilities.   
  • ESG developments – Continued focus on our sustainability objectives, challenging ourselves to do better with everything that we do. 

Bury-based, global toy company, Sambro Ltd, has reported strong growth in its latest published accounts FY ending 31 December 2022.  The business which proudly celebrated 25 years in May 2022 has gone from strength to strength in terms of products, brands and financial performance recording an increase of over 20% in group sales from 2021 (£61.4m, an increase of 20.4% on 2021 £51.0m) and increase in group EBITDA £4.2m, an increase of 500% on 2021 £0.7m).

Continued forward momentum has been driven by the business’s incredibly passionate and committed team including its new senior leadership team.  Sambro services customers across the UK and Europe, working with some of the fastest-growing retailers in the region, trading in over 30 countries worldwide from its offices in Greater Manchester and Amsterdam.

Gross margins increased from 20% in 2021 to 24.7% in 2022, driven by significant internal efficiency improvements and continued development of its global supply chain.  Net cash generated by the group from operating activities was £4.3m – significantly higher than the previous year when cash consumed was at £2.9m. Cash and cash equivalents at the end of 2022 were recorded at £2.1m – 106% ahead of 2021 which was valued at £1m.

The growth can be attributed to strong partnerships with cross categories and contracts with long-standing partners which include Disney, Hasbro, Mattel and Paramount, including range extensions and new product development. As well as multiple new contracts with new licensors such as Acamar Films (Bing) and further partnerships soon to be announced.

Looking ahead, Sambro is confident it will continue its growth trajectory thanks to a strong future order book and aims to double the size of the business over the next three years. To support these targets, Sambro has strengthened the focus of its core business strategy which will see it work in-depth across licensed partners and their brand portfolios, as well as identify partnerships with new licensors which have a point of difference in the market space.

Sambro is also committed to continued investment across its own IP products, including the expansion and development of its trend-led Love & Hugs portfolio and further innovations across other ranges including Puzzle Palz™ and Bops N Tops™

Elsewhere, Sambro has invested heavily in a people-first approach to business which has seen it grow its team from 96 to 110 over the last 12 months, including ten internationally to support overseas growth.

Paul Blackaby, Sambro CEO, said: “2021 saw significant growth for us as a business and we set ourselves ambitious targets for 2022, which thanks to our commitment to investing in our people, product and partnerships, we’ve been able to hit and more.

“We are now focused on the next 12 months and have ambitious plans for further development and growth. Our core business strategy for this next trading period is to work even more closely with our licensed partners’ brand portfolios, as well as introducing new partners where the licensor offers a point of difference including trend brands.

“The business also remains committed to our ‘one business’ European expansion and our pan-European growth strategy will be supported by our 110-strong team in the UK and our Amsterdam-based European hub.”

Sambro has unrivalled, long-term relationships with some of the world’s largest FMCG retailers, toy specialists, grocers, and distributors. In the UK these include ASDA, The Works, Tesco, B&M Bargains, Home Bargains and Smyths. In the EU these include Action, AS Watson, NKD Group, Otto Simon and many more.


For more information and interview opportunities, please contact sambro@wearebrazenpr.com

Notes to editors

Sambro was established in 1996, initially as a Clearance House across multiple categories selling to UK retailers, with licensed products becoming a significant part of this business

In 2006 the business pivoted to become a licensed toy supplier and became an influential partner for brand owners who were seeking access to the wider UK retail sector. The business quickly developed niche specialities in novelty toys, bags, accessories, stationery and arts and crafts product

The long-standing, multi-layered and embedded licensor relationships that the business has with iconic global brands such as Disney, Marvel, Nickelodeon, Hasbro and Mattel.

The trusted and strategic nature of the partnerships that the business enjoys with retailers in the UK and across the EU and the growing European platform

The core competence of developing products for the value channel, alongside e-commerce, the fastest growing area of retail across Europe

The market-leading capabilities for in-house design of own-brand and licensed toys, Arts and crafts, stationery, plush, bags and accessories

The long-standing relationships with multiple, quality product manufacturers

The scalability of the platform to support future growth

The motivated, committed, talented and experienced employee group and leadership team.

Georgia Dunn