Wolverhampton toy innovation company Wow! Stuff signs landmark investment deal

The strategic investment signals a bold new chapter for WOW! Stuff, enabling the business to expand its footprint across Europe and supercharge growth across the USA and other global markets.

The move marks a partial exit for minority equity investor BGF who will continue to invest in the combined business alongside the WOW! Stuff management team.

Troy’s new investment brings substantial capital to WOW! Stuff as it looks to support the business, targeting 200 per cent plus growth over the next 24 months, rapidly scaling operations and fuelling innovation across its award-winning product portfolio. 

Jon Earl, partner at BGF, said: "This was a long-term investment for BGF and we are delighted that our patient capital has provided WOW! Stuff with the springboard for significant growth."

Managing director Dawn Lavalette will continue to lead the business and Richard North will also remain in his pivotal role as president of WOW! Stuff, which is based at the University of Wolverhampton Science Park.

He said of the investment: “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 and this investment is testament to the belief both businesses have in the company, the group and its people."

Dawn Lavalette added: "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. An immediate example of the benefits of this deal is our signing of many tier 1 licenses and expansion of the Puppetronics brand, launching globally in 2026."

John Huiberts, Troy Companies group CEO, said of the deal: “We are so excited that WOW! Stuff has joined the Troy family of companies. We have created a world class manufacturing and logistics operation and have the scale and support to amplify WOW! Stuff’s business while keeping the brand’s DNA intact. This is a tremendous opportunity for us to compete on the same level as the biggest toy companies globally."

The Birmingham office of leading M&A adviser, Marktlink, advised the shareholders of toy innovation company WOW! Stuff on its deal with the Troy Companies.

Joe Moran, managing partner at Marktlink Birmingham, said: “This is a great example of a British company which is thriving on innovation and having a clear strategy for growth. In realising the deal, the senior management have unlocked the potential of their ideas and can build the business looking to the future with confidence and positivity.”