Ensobrados Martorell, a.k.a. E-Max, has changed its name to Giromax as part of a new strategy aimed at increasing the company’s position in the children's collectibles and toy markets.

In the last few years, the company has experienced strong growth from the acquisition of international licenses such as Angry Birds, Peppa Pig and Mickey Mouse.

The new name is one of the first changes to be made by the newly appointed managing director, Anna Sanfeliu, who took over earlier this month. To read more, click here.