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Interplay in the community

Adrian Whyles named MD of Interplay

PlayMonster and Interplay UK have also announced an exciting new growth strategy. 

Following on from PlayMonster’s successful acquisition of Interplay UK in June last year, 2019 marks a dynamic new chapter as the company will be adding the PlayMonster portfolio of games to its Interplay business from July. Titles include Yeti in My Spaghetti, Chrono Bomb, Don’t Rock the Boat, Game of Things, Relative Insanity and the award-winning 5 Second Rule brand. The games category will benefit from a strong commercial focus and marketing investment which will drive the significant addition to the already strong Interplay UK business.

Along with the introduction of the games portfolio, PlayMonster has announced the appointment of Adrian Whyles as managing director of Interplay UK, effective immediately. Adrian is a highly regarded and successful industry veteran with extensive experience and background in both toys and games, spanning over 30 years, including managing key brands during his 21 years at Hasbro. More recently, he spent the last nine years as managing director of University Games UK, where he oversaw the introduction and growth of the key games brands like 5 Second Rule, Yeti, and Don’t Rock The Boat, games that will now become the foundation of an engaging new chapter for the Interplay business.

Sally Walker, general manager through this key transition year at Interplay, commented: “Thanks to a great team and our amazing brands Interplay is having a strong year, and is in a perfect position to take the business to new heights in 2019 through the magic of the expanding Interplay brands, and the fantastic addition of the new games portfolio. The team and the business could not be more thrilled.”

Whilst her general manager consultancy role comes to an end, Sally will continue in a consultancy role on the toy business.

In November, multi-brand toy and game company PlayMonster announced that it has aligned with Audax Private Equity as the fast-growing company gears-up for accelerated growth. By leveling-up with the new infusion of significant capital and resources from Audax, PlayMonster management is empowered to expand PlayMonster’s platform with continued organic growth and synergistic acquisitions.

PlayMonster has become one of the fastest growing and most highly regarded toy companies in the toy industry, with a portfolio of entertainment products for all ages which enjoys comprehensive retailer reach. This includes its core games business and more recently its expansion into key toy categories including activities, infant & pre-school, educational, vehicles and outdoor.

Bob Wann, chief PlayMonster, added: “We have ambitious plans for PlayMonster, and are continuing on our path to be one of the top and most innovative companies in the toy industry. Now with the incredible leadership and resources available through Audax, we feel we are extremely well positioned to do so, delivering the most robust PlayMonster portfolio of games and toys that inspire play for all ages.”


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