Sambro hires Michiel Das to spearhead European sales and licensing

The former Spin Master and Mattel director will oversee operations for the toyco across the pond, and plans on recruiting to expand his team.
January 18, 2024

Sambro International has tapped toy industry veteran Michiel Das to expand its business across Europe as regional managing director. 

Das established himself in Sambro’s Amsterdam office earlier this month, though he has been working in the role on an interim basis since November 2023. As part of his remit, Das will focus on expanding the toyco’s relationships with brand owners and retailers in Europe, and he plans to grow his team with additional hires. He reports to CEO Paul Blackaby. 

Prior to joining Sambro, Das was focused on running his own executive coaching business (2ndTEAM ). But he has more than 15 years of leadership and business development experience in the toy industry, having worked in director roles at Spin Master, Melissa & Doug and Mattel. 

Das will be at the Nuremberg International Toy Fair next month, showcasing Sambro’s 2024 toy range, which includes Bing-branded sensory toys from Acamar Films and a range of Magic Mixies arts & crafts products from Australia’s Moose Toys. The company is also well-known for proprietary toy brands such as its Puzzle Palz eraser figures, Love & Hugs beauty playsets and Bops n Tops pencil toppers. 

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