Red Toolbox Brings Stanley Jr. Pretend Play Line to EuropeRed Toolbox Brings Stanley Jr. Pretend Play Line to Europe
The children’s toy line will launch in Europe and the U.K. this summer.
January 22, 2025

Red Toolbox, a kids’ toy brand and licensee of Stanley Jr., Char-Broil, Miracle-Gro, Goodyear and Tasty Jr., has announced it is expanding its Stanley Jr. Pretend Play line to Europe and the U.K. This marks a significant extension of its licensing agreement, which previously covered the Americas, Asia, the Middle East, Australia and New Zealand.
The Stanley Jr. line features real work tools scaled for children’s hands and roleplay sets, including tool belts, workbenches and replicas of iconic Stanley tools. Designed to inspire young builders, the collection combines imaginative play with opportunities to develop essential skills.
“We’re proud to build upon our successful partnership with Stanley Black and Decker and bring the Stanley Jr. Pretend Play line to kids across Europe,” says Ami Rosenfeld, chief executive officer, Red Toolbox. “Expanding our license to include the roleplay category in Europe allows us to share the joy of discovery and learning with even more children. Europe represents one of the largest and most dynamic toy markets globally, valued for its emphasis on quality and educational products. This expansion positions Red Toolbox to tap into growing trends in experiential play, strengthening our footprint in a region where parents and educators are increasingly seeking toys that combine entertainment with meaningful skill-building.”
A marketing campaign featuring collaborations with leading retailers, digital advertising and engaging content for children and parents will support the European launch. The Stanley Jr. Pretend Play collection will debut online and in select stores in the summer of 2025.
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