Troy Companies Acquires WOW! Stuff in Strategic Expansion Move
Deal News | Jun 19, 2025 | Shoosmiths
In a significant transaction, Shoosmiths, a renowned law firm, guided Troy Companies through their strategic acquisition of WOW! Stuff, a notable toy innovation company. This acquisition, supported by the corporate legal expertise of Shoosmiths, marks a pivotal step forward for WOW! Stuff, offering them not only substantial capital investment but also positioning them for an aggressive growth strategy aimed at elevating their market presence across Europe, the USA, and other global markets. With Troy Companies' backing, WOW! Stuff aims for a 200% growth within two years, driven by enhanced operations and innovative product expansion. The deal was navigated with the adept legal aid of Shoosmiths’ partners Alastair Peet and David Meisel, alongside a specialized team covering various legal aspects. The completion of this cross-border transaction showcases Shoosmiths' capability in handling complex international deals and underscores their commitment to supporting dynamic business growth.
Sectors
- Private Equity
- Legal Services
- Toy Manufacturing
Geography
- United Kingdom – Shoosmiths is a UK-based law firm advising on the transaction.
- USA – WOW! Stuff aims to expand its market presence significantly in the USA with the new investment.
- Europe – The acquisition aims to expand WOW! Stuff's footprint across Europe, emphasizing its strategic importance.
- Netherlands – The transaction involves cross-border elements with a Dutch acquiring structure being discussed.
Industry
- Private Equity – Troy Companies' investment in WOW! Stuff marks it as a private equity transaction, reflecting strategic capital allocation to fuel growth.
- Legal Services – Shoosmiths provided legal advisory services for the acquisition, highlighting the industry's critical role in M&A transactions.
- Toy Manufacturing – WOW! Stuff operates in the toy manufacturing industry, focused on innovation and expanding its product portfolio.
Financials
- 200%+ growth target over 24 months – Troy Companies aims to drive WOW! Stuff's growth significantly following the acquisition.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Shoosmiths | Legal Advisor | Company | A UK-based law firm advising Troy Companies in the acquisition of WOW! Stuff. |
| Troy Companies | Bidding Company | Company | The acquiring company of WOW! Stuff, involved in a strategic expansion through this acquisition. |
| WOW! Stuff | Target Company | Company | A toy innovation company being acquired by Troy Companies to enhance international growth. |
| Van Berkum | Legal Advisor | Company | Collaborated with Shoosmiths on the cross-border transaction. |
| Trajectum Notariaat | Legal Advisor | Company | Also collaborated with Shoosmiths in the deal representing a party in the cross-border transaction. |