SMART TOYS AND GAMES acquires The Happy Puzzle Company

SMART TOYS AND GAMES acquires The Happy Puzzle Company

Online PR News – 15-September-2022 – San Francisco, CA – Leading Belgian puzzles and Games company SMART TOYS AND GAMES announced the acquisition of the UK’s The Happy Puzzle Company. Based in Hertfordshire, The Happy Puzzle Company is known for its successful B2C operations, having achieved a customer base of over 400,000 and a presence in over 14,000 UK schools over the course of nearly three decades. In recent years it has experienced major growth in the B2B market, with distribution in over 20 countries. The acquisition by SMART, known for award-winning brands including SmartGames, Happy Cube and SmartMax, will bring The Happy Puzzle Company’s products into SMART’s growing portfolio where they will benefit from distribution through SMART’s extensive worldwide network.

Rolf Vandoren, SMART’s Global CEO, said: “Many of the great puzzles and games by The Happy Puzzle Company will find their way through our talented product development team to many more families of puzzle fans under the SMARTGAMES brand’s wide international presence.”

CEO of The Happy Puzzle Company, Gavin Ucko will remain in that role in the UK together with the entire Happy Puzzle’s team, operating from its existing Elstree base. Gavin added “Smart and Happy Puzzle have already been working together for more than 20 years and the synergies between the two companies are clear. It’s incredibly exciting and the whole of the Happy Puzzle family is both proud and excited to be joining the SMART group of companies and teams.”

Both companies offer an impressive range of multi-award-winning puzzles and games, with SMART’s focus on cognitive skill-building products having seen huge global success in the toy market. Coincidentally: both companies are celebrating their 30th anniversaries this year: The Happy Puzzle Company launched on 23rd of November 1992 whilst Gavin was qualifying as a Psychologist of Education, while Rolf brought SMART to the market just 14 days later, on 7th of December 1992. Both companies will continue to have their founders at the helm following the acquisition.

SMART has earned a reputation as a world-leader in single-player puzzle games, such as the IQ Games range, Penguins on Ice, Squirrels Go Nuts and Quadrillion. They welcome Happy Puzzle’s head-to-head challenges, such as The Genius Square and Pandemonium and single player puzzles like 30 Cubed and Illusion Cubes. For more information: please email

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