January 17, 2024

SAMBRO APPOINTS NEW EUROPEAN MANAGING DIRECTOR TO BOOST PAN-EUROPEAN GROWTH

Image of Michiel Das, Sambro’s new European Managing Director

Sambro International appoints Michiel Das as European Managing Director to lead pan-European growth in 2024.

With over 20 years of Commercial and Sales experience in the toy and licensing sector, Michiel Das is now permanently joining Sambro’s Amsterdam-based team. He has been serving in this role on an interim basis since November last year. As European Managing Director, Michiel Das will lead the organization’s pan-European sales operation to growth and success throughout 2024 and beyond.

Michiel Das, with extensive leadership and management experience, brings a wealth of toy industry knowledge from roles at Melissa & Doug, Spin Master, and Mattel. He has been highly successful in growing European markets, launching new brands, and managing pan-European sales teams. Michiel Das’s recruitment is seen as key to Sambro’s ongoing European expansion.

Here’s what Michiel had to say about his appointment…

Michiel Das said: “Joining Sambro as Managing Director of its European operations is fascinating. The business had one of its most successful years, and 2024 starts from a strong base with key retail relationships in place. I look forward to meeting our customers in Nuremberg and launching our AW24 ranges.

“In my role, I will work alongside Sambro’s extensive team to drive growth through existing licensor relations and identify new opportunities across the market.

“In the short term, I plan to further strengthen our sales presence across Europe with key recruitments and work more strategically with our customers. Sambro’s strength has always been its ability to respond quickly to customer demands – I want to capitalize on this and bring added value to these relationships.”

Michiel Das’s appointment follows significant internal promotions and new hires at Sambro in the final quarter of 2023, including Steve Townsley as interim Chief Financial Officer for an initial six-month period, bringing abundant experience working within private equity-backed businesses.

Paul Blackaby, CEO of Sambro, said:

“Welcoming Michiel Das to our Dutch office as European Managing Director is a key hire for us as we look to drive forward growth and build upon our presence across our key European markets.

“In his interim role, Michiel Das has already impressed with his sector knowledge, and we are confident he will be a driving force in the growth of our European operation, pushing the team to new heights.”

As a leading global toy supplier, holding licenses from Disney, Paramount, Mattel, and Hasbro, Sambro crafts value-led, creative product ranges with popular licensing brands. These include Barbie™, PAW Patrol™, Peppa Pig, Disney, and Marvel, alongside its own IP products like Puzzle Palz™ and Love & Hugs™.

Sambro’s innovative products span the categories of Plush, Creative Play, Arts & Crafts, Novelties, Stationery, and Outdoor, with numerous exciting new launches planned for 2024.

Brandon Salt