27 May 2022

Sambro underpins European growth with new Amsterdam HQ

Sambro Europe is celebrating more than a decade in the European toy market, having gone from strength to strength since the launch of its Amsterdam hub. 

The toy company first opened its European operations in 2011, to ensure that it had a frictionless hub across the region. Since then, it has experienced outstanding growth – increasing its turnover by 73% in 2021 to €43.7million.

As a result of the company’s ambitious growth plans it has relocated its headquarters to a fit-for-purpose building at Kuiperbergweg, increasing capacity by 20%. The new HQ includes office space as well as showroom facilities. 

Part of Sambro International, which celebrates 25 years in business this year, Sambro Europe is driving forward significant growth for the company, through partnerships with some of Europe’s biggest retailers. 

To support its growth in the EU, Sambro recently expanded its European 3PL warehouse model. The supply chain model has been streamlined to best manage the challenges of supplying globally and to support plans for further expansion of its DCs across Europe in June 2022.

Sambro Europe plans to distribute over 8m units of character plush toys across 30 countries in Europe and the rest of the world this year. 

Sambro credits its growth to its continued innovation in product development, focus on customer relationships and exclusive partnerships with sought-after brands including Peppa Pig, Disney Classics and Paw Patrol. 

An innovator in character brands, while also designing and growing its own in-house properties, Sambro is a respected licensed toy supplier and an influential partner for brands seeking access to the European retail sector. The company works with over 10 major brands who trust the toy developer with their IP, including Disney, Nickelodeon, Mattel, Hasbro, Viacom, Bull Dog and Cosatto. 

Eric Markus (pictured), Managing Director at Sambro Europe, says: “Expanding our specialist hub here in Amsterdam has enabled us to provide a fast-tracked, seamless service to all of our European partners. 

“Our business has evolved to become a key player within the toy industry trading in over 30 countries worldwide. International expansion is a key priority for us in the coming years, and I’m looking forward to helping to drive that forward.”

Sambro has unrivalled long-term relationships with some of the world’s largest FMCG retailers, toy specialists, grocers and distributors. These include Action, AS Watson Group, Rusta, Tedi and Ernstings Family Group, Pepco, Zeeman, KIK and many more. 


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