Sambro Appoints European Managing Director

Sambro International has announced the appointment of Michiel Das to the role of European managing director, as the toy supplier looks to drive forward pan-European growth this year.

Das, who brings 20+ years of commercial and sales experience in the toy and licensing sector, will permanently join the Sambro Amsterdam-based team later this month, having been in the role on an interim basis since November. Das will assume the role of leading the organization’s European sales operation to growth and success.

Having worked previously for businesses, such as Melissa & Doug, Spin Master and Mattel, Das has successfully grown European markets, launched new brands and managed pan-European sales teams.

“This is a fascinating time to be joining Sambro as managing director of its European operations, as not only has the business experienced one of its most successful years to date, it is also set to embark on a significant year, and we start 2024 from a strong base with key retail relationships firmly in place,” says Das. “I look forward to meeting our customers at Nuremberg and the opportunity to launch our AW24 ranges.

“As part of my role, I will work alongside Sambro’s extensive team to drive growth through existing licensor relations and identify new opportunities across the market.

“In the short term, my immediate plans are to further strengthen our sales presence across Europe with further key recruitments and to start to work more strategically with our key customers. Sambro’s strength has always been its ability to respond quickly to customer demands – I want to ensure that we capitalize on this and bring added value to these relationships.”

“Welcoming Michiel to our Dutch office as European managing director is a key hire for us as we look to drive forward growth and build upon our presence across our key European markets,” says Paul Blackaby, chief executive officer, Sambro. “In his interim role, Michiel has already impressed with his knowledge of the sector, and we are confident that he will be a driving force in the growth of our European operation, helping to push the team to new heights.”