Shoosmiths advises Troy Companies on major acquisition of WOW! Stuff

Law firm Shoosmiths has advised Troy Companies group on its acquisition of toy innovation company WOW! Stuff.

This strategic investment signals a bold new chapter for WOW! Stuff, enabling the business to expand its footprint across Europe and supercharge growth across the USA and other global markets.

Troy’s new investment brings substantial capital to WOW! Stuff as it looks to support the business, targeting 200%+ growth over the next 24 months, rapidly scaling operations and fuelling innovation across its award-winning product portfolio.

The Shoosmiths deal team was led by corporate partners Alastair Peet and David Meisel, with support from principal associate Jordan Telford, associate Jess Lockett and trainee Ruman Khera. The transaction was also supported by various specialists from across the firm, including tax advice from legal director Laura Gould and senior associate Carly Cutler – alongside guidance from employment, IP, property, commercial and data protection teams.

David Meisel, corporate partner at Shoosmiths, commented: “We were thrilled to support Troy Companies on its acquisition of WOW! Stuff — a transaction that truly showcases our strength in navigating complex, cross-border transactions. It was a real pleasure to collaborate with overseas colleagues at Van Berkum and Trajectum Notariaat to get the deal done for Troy Companies.”

Alastair Peet, Chair of Shoosmiths International Committee, added: “This transaction follows members of the same corporate team recently supporting on another strategic acquisition for a Dutch buyer, giving us a deep understanding of the nuances of Dutch acquiring structures. We’re proud of the trust placed in us by the Troy Companies team to deliver this strategically important project and show how Shoosmiths can deliver a seamless international service to its clients.”

John Huiberts, Troy Companies group CEO added, “We are so excited that WOW! Stuff has joined the Troy family of companies. We have created a world class manufacturing and logistics operation and have the scale and support to amplify WOW! Stuff’s business while keeping the brand’s DNA intact. This is a tremendous opportunity for us to compete on the same level as the biggest toy companies globally. We’re also incredibly grateful to Shoosmiths for their expert legal support throughout the transaction — their guidance was instrumental to achieving a smooth and successful process.”

Corporate is one of Shoosmiths’ key strategic pillars, and across the division, its team has bolstered its market-leading credentials and reputation for excellence in mid-market M&A, advising on over 400 transactions each year. This investment underscores the firm's dedication to advising some of the world’s most exciting and ambitious businesses, supporting them in the UK and internationally.