Smart Toys & Games appointed exclusive distributor of Hape toys in the UK and Ireland, and welcomes Emma Silva to the team
Smart Toys & Games has been appointed the exclusive distributor of Hape Toys across the UK and Ireland, further strengthening its presence within the pre-school toy sector.
Founded 40 years ago, Hape is known for combining high-quality mixed materials, child-safe finishes and imaginative design to create toys that support learning through play. Hape products span across over 10 different toy categories and is trusted by parents, educators and retailers for their durability, safety and educational value.
Peter Heinstein, Hape Founder and CEO said “I am delighted to have Smart Toys & Games represent the Hape brand. I have known [Smart Global CEO] Rolf and the team for a long time, and I am confident that our brand is in safe hands with the Smart UK team.”
To support this next chapter of growth, Emma Silva, formerly EU Brand Manager for Hape, will join Smart Toys & Games as Brand Director for UK and Ireland. Emma brings with her expertise in brand and marketing strategy to support the growth across Smart’s entire portfolio.
Smart’s Global CEO, Rolf Vandoren, said: “I have always admired Hape who share the same values with Smart. Their commitment to quality, innovation and meaningful play makes this a great partnership and it’s an added bonus that Emma can hit the ground running with her knowledge of Hape brand from day one.”
Smart Toys & Games UK CEO, Peter Rooke, added: “We are looking forward to Hape joining the Smart UK’s portfolio and welcome Emma to the team… We look forward to launching new Hape products at London Toy Fair and thank the Hape team for their belief in Smart to continue the growth of the brand in UK and Ireland.”
