Wow! Stuff joins Troy Companies in landmark investment deal
| Seller: | Wow! Stuff (China Industries Limited) |
| Buyer: | Troy Companies
| Advisory sell side: | Marktlink | M&A Advisory Claritas Tax | Tax Advisory PKF Smith Cooper | Tax Advisory Wilkes | Legal Advisory |
| Advisory buy side: | Shoosmiths | Legal Advisory RSM UK | Financial Due Diligence |
| Date announced: | 19-06-2025 |
Troy Companies has acquired a strategic interest in Wow! Stuff, an award-winning toy company headquartered in the UK with global operations in Los Angeles and Hong Kong. The investment marks a key milestone in Wow! Stuff’s growth strategy and enables the business to expand its footprint across Europe, the US, and other key markets. The deal includes a partial exit for minority shareholder BGF, which will remain invested in the combined group alongside the Wow! Stuff management team.
Known for its close collaborations with brands like Disney, Universal, Marvel, Warner Bros., and Amazon, Wow! Stuff delivers original, licensed toy innovations designed to create that signature ‘wow’ moment. Its Puppetronics brand and other Tier 1 licensed ranges are set to launch globally in 2026.
Troy’s investment brings significant capital and scale, targeting 200%+ growth over the next 24 months. The management and innovation teams remain in place, with Managing Director Dawn Lavalette continuing to lead the business and President Richard North joining Troy Companies as an investor.
Richard North, President of Wow! Stuff:
“Wow! Stuff is about innovation in toys. Our mission, our passion and our love is to create that signature ‘wow’ moment for kids of all ages and genders. This investment is testament to the belief both businesses have in the company, the group and its people.”
Dawn Lavalette, Managing Director:
“This partnership is about growth – bold, ambitious growth. With the backing of the Troy Companies group, we're now better positioned than ever to expand globally, scale our creative and commercial operations and stay laser-focused on what makes us unique: world-first innovations and a love for surprising and delighting fans worldwide. ”
John Huiberts, Group CEO of Troy Companies:
“We are so excited that Wow! Stuff has joined the Troy family. We’ve built a world-class manufacturing and logistics platform, and now have the scale to amplify Wow! Stuff’s business while keeping the brand’s DNA intact. This is a tremendous opportunity to compete globally at the highest level.”