In the beginning…

Flair was started in 1999 by three very experienced business executives who had identified an alternative business model to that provided by the key players within the industry.

The start up shareholders, in addition to the Management, included several international toy companies, plus a group of highly experienced business executives.

Key personnel in Flair were responsible for launching Tomy & K’NEX in the UK.


Flair’s core business is concentrated on heritage brands, art & craft and boys toys. Brands include household names such as Sylvanian Families, Plasticine, Shaker Maker are all found within the company portfolio. Our products are of the highest quality and are recognised as having longevity and enormous play value.

Flair is one of the UK’s top ten toy companies with consistent growth over the last 12 years.

The most dramatic growth occurred in recent years where Flair went from the No. 18 Toy Company in 2007 to No. 7 in 2011.

This outstanding growth has been achieved following the acquisition of the company by the European toy group, Giochi Preziosi, and by combining traditional Flair values of brand building and customer service with an even more dynamic business approach.

For more information on Giochi Preziosi group please click

Additional Information…

  • We have a staff of over 60 people based in Cheam, Surrey.
  • We are the number 2 supplier to the independent trade and have an additional team of agents covering the UK and Ireland.
  • Flair has probably the widest and most diverse customer base of any top 20 toy company.
  • We have state of the art showrooms and meeting/presentation facilities opened in November 2011.