We are sad to report on the passing of Brian Triptree, who died peacefully in his sleep on Sunday. Friend and peer Mike Moody remembers Brian a towering figure of the toy trade who will be remembered for his generosity, sales and marketing genius, and as “a Toyman through and through”
Here, Mike Moody writes of his friend Brian’s generosity, business acumen, and as a champion of the industry he loved:
Brian Triptree, a towering figure in the British toy industry for more than half a century, passed away peacefully in his sleep on Sunday. A dynamo of energy, instinct, and charisma, he was an innovator whose influence shaped generations of children’s play and transformed the way toys were marketed in the UK.
Born and raised in Portsmouth, Brian began his working life in the Army, serving as an NCO with what is now The Rifles. After leaving the military, he entered the pharmaceutical sector in the 1960s, gaining early experience in sales and marketing. By then he had married Susan, a mill owner’s daughter from Halifax, who would remain his loving wife for 63 years until the end of his life.
“Brian was a true pioneer in the use of television advertising for toys. His instinct for what children wanted—and what retailers needed—was unmatched”
Brian’s career took a decisive turn when he joined Ideal UK, the forward‑thinking British arm of the American toy company. There he flourished. He launched a stream of new and exciting toys and games, many supported by television advertising—then a bold and pioneering medium for the industry. He built a formidable sales force and cultivated a nationwide network of retail buyers and executives. Charming, impeccably dressed, and endlessly energetic, he quickly became one of Toyland’s most popular and charismatic personalities.
In 1974, at just 35, Brian and his business partner decided that what they had achieved for Ideal, they could achieve for themselves. Action Games & Toys Ltd—soon known simply as Action GT—was born, with a clear emphasis on ACTION. Based in Henley‑on‑Thames, the company launched at the Toy Fair in Brighton with Grand Slam Football, an action game that became an immediate success. From that moment, Action GT grew at extraordinary speed.
By the early 1980s, Action GT was one of the UK’s fastest‑growing toy companies. Its products dominated television advertising, with hits including Domino Rally, Rubik Snake, Mr Pop, Perfection, Monster Zillion Bubbles, and a host of action games and novelties. The Action GT stands at the London Toy Fair became legendary—must‑see destinations for buyers and media alike—often featuring celebrities secured through Brian’s flair for promotion and PR.
Brian was a true pioneer in the use of television advertising for toys. His instinct for what children wanted—and what retailers needed—was unmatched. He championed innovative campaigns, including the first to support TV‑am, forerunner of GMTV, breaking new ground with novelty toy promotions timed for Boxing Day, Easter, and Back to School, coordinated with in‑store displays and window features.
In 1988, Tyco USA appointed Action GT as its UK distributor, bringing major new brands such as Dinoriders and Tyco Racing. Two years later, Tyco acquired Action GT, and Brian became Managing Director of Tyco UK. He successfully integrated a wide portfolio of brands—including Tyco RC, girls’ and boys’ collectibles, feature dolls, and plush—into the UK market, driving rapid growth. When Tyco acquired Universal Matchbox in 1992, Brian found himself leading a combined business that now included the iconic Thunderbirds and Stingray.
Never one to stand still, Brian embarked on a new venture in 1996, establishing The Sales Partnership, which represented Pressman Games USA and many others. He ran the business with characteristic energy and success until his retirement in 2015.
Across more than 50 years, Brian Triptree remained a Toyman through and through—an enormous magnetic character, a natural leader, and a true champion of the industry he loved. His legacy lives on in the products he launched, the many colleagues he inspired and the friends he made along the way, as well as the joy he brought through his toys to countless families.
Brian is survived by his wife Susan, his daughter Ali, his son James, and four grandchildren and will be sadly missed by them and his friends, of whom there were so many.
There will be a family only private cremation, followed at a later date by a Memorial Service to celebrate Brian’s life.
