The plush toy industry in Europe is vibrant and innovative, catering to children and collectors alike. It encompasses large manufacturers, boutique creators, and companies that focus on sustainable materials. Players range from well-established brands like Steiff to up-and-coming designers specializing in unique, handmade designs. Recently, there’s been a growing emphasis on eco-friendly materials and themed collections featuring popular culture characters. This shift reflects consumer demand for safe, ethical toys that spark imagination. Also, digital platforms are emerging as key sales channels, enabling brands to reach broader audiences. This dynamic industry is likely one to watch, with endless creative possibilities ahead.


The investors listed specialize in various sectors related to the plush toy market. Primarily based in key European cities like London and Paris, they range from venture capital firms to private equity players. Founded from 1945 onward, their investment spans many years, showcasing their long-standing presence in the market. In 2024 alone, these investors made ambitious moves, recording a total of 247 investments. This demonstrates their commitment to funding the growth of plush toy companies and bolstering a sector poised for future expansion.


Top 18 Plush Toy Investors in Europe


1. Crowdcube

  • Website: crowdcube.com
  • Type: Corporate
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 2010
  • Headcount: 51-200
  • Number of deals in 2024: 3
  • LinkedIn: crowdcube-limited

Crowdcube is a London-based crowdfunding platform founded in 2010 that enables businesses to raise capital through equity investments. It connects startups and SMEs with potential investors, facilitating the funding process. Crowdcube promotes diversity and inclusion within its workforce while providing investment management services to its clients. Notably, Crowdcube has been involved in several transactions relevant to the plush toy industry, including multiple rounds of funding for PLAYinCHOC, which raised significant amounts in equity crowdfunding. This demonstrates Crowdcube's active engagement in the plush toy market, showcasing their commitment to supporting innovative companies in this sector.


2. Bgf

  • Website: bgf.co.uk
  • Type: Venture Capital
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 2011
  • Headcount: 51-200
  • Number of deals in 2024: 53
  • LinkedIn: bgfinvestments

BGF Investment Management Limited is a venture capital firm based in London, England, founded in 2011. The firm specializes in providing growth funding and value creation support to small and mid-sized businesses in the UK and Ireland. BGF addresses the funding gap in the market by making minority investments and offering extensive support services. Notably, BGF has invested in several companies within the toy industry, including Wow! Stuff, where they committed £4.8 million to support toy development, and RMS International UK Ltd, which is involved in the toy sector. Additionally, BGF's investment in Character.com, an online retailer of children’s licensed clothing and accessories, further demonstrates their engagement with businesses that cater to children, which often includes plush toys. These transactions highlight BGF's active role in the plush toy market and their commitment to fostering innovation and growth in this sector.


3. 3i Group plc

  • Website: 3i.com
  • Type: Private Equity
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 1945
  • Headcount: 201-500
  • Number of deals in 2024: 3
  • LinkedIn: 3i-group-plc

3i Group plc is a London-based private equity firm founded in 1945, specializing in private equity and infrastructure investments. The firm focuses on providing capital and expertise to mid-market companies, helping them grow sustainably. With a strong international presence and a diverse portfolio, 3i Group aims to create value for its stakeholders through strategic investments. Among their notable transactions, 3i Group acquired Early Learning Centre in 2001, a company known for its range of toys aimed at young children, which aligns closely with the plush toy market. Additionally, their investment in Konges Sløjd in 2022, a premium lifestyle brand offering apparel and products for babies and children, further emphasizes their engagement in the children's products sector. These transactions highlight 3i Group's commitment to investing in companies that cater to the needs of children, making them a relevant player in the plush toy industry.


4. Ardian

  • Website: ardian.com
  • Type: Private Equity
  • Headquarters: Paris, Île-De-France, France
  • Founded year: 1996
  • Headcount: 1001-5000
  • Number of deals in 2024: 21
  • LinkedIn: ardian

Ardian is a prominent investment management firm founded in 1996, based in Paris, Île-De-France, France. Specializing in private equity, real assets, and credit solutions, Ardian provides tailored investment strategies to institutional investors, family offices, and pension funds. With a global presence and a commitment to sustainable finance, Ardian aims to create lasting value for its clients. Notably, Ardian acquired Schleich, a leading manufacturer of figurines and toys, including plush toys, in May 2014 for approximately $301.6 million. This acquisition highlights Ardian's engagement in the toy industry, particularly in the plush toy segment, alongside their diverse portfolio that includes investments in e-commerce and logistics.


5. Cathay Capital

  • Website: cathaycapital.com
  • Type: Private Equity
  • Headquarters: Paris, Île-De-France, France
  • Founded year: 2006
  • Headcount: 51-200
  • Number of deals in 2024: 10
  • LinkedIn: cathay-capital

Cathay Capital is a private equity investment firm based in Paris, Île-De-France, France, founded in 2006. The firm specializes in private equity, venture capital, and healthcare investments, supporting companies in scaling their operations globally and sustainably. Their clientele includes entrepreneurs and management teams across various industries seeking growth and transformation. Notably, Cathay Capital acquired K’NEX, a prominent player in the toy industry, on May 24, 2016, which highlights their engagement in the consumer products sector. Additionally, they have participated in funding rounds for companies like Kidsland and WITHWHEAT, further showcasing their investment activity in the broader toy and children's products market.


6. Ldc

  • Website: ldc.co.uk
  • Type: Private Equity
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 1981
  • Headcount: 51-200
  • Number of deals in 2024: 15
  • LinkedIn: ldc

Lloyds Development Capital (LDC) is a private equity firm based in London, England, founded in 1981. As part of Lloyds Banking Group, LDC specializes in providing growth capital and strategic support to mid-market businesses across various sectors. The firm focuses on helping management teams achieve their growth ambitions through investment and advisory services, fostering long-term partnerships to drive business success. Notably, LDC has invested in Paladone, a giftware company, to facilitate its expansion into the US and other international markets, which may include plush toys among its offerings. Other transactions include investments in companies like Card Factory Plc and LeMieux, although these are less directly related to the plush toy industry. Overall, LDC's diverse investment strategy and their involvement in the giftware sector position them as a potential player in the plush toy market.


7. Index Ventures

  • Website: indexventures.com
  • Type: Venture Capital
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 1996
  • Headcount: 51-200
  • Number of deals in 2024: 67
  • LinkedIn: index-ventures

Index Ventures is a venture capital firm founded in 1996, based in London, England. The firm invests in innovative startups across various sectors, including technology and healthcare, providing capital and strategic support to entrepreneurs. They focus on building long-term partnerships with founders to drive success. Notably, Index Ventures has participated in funding rounds for Superplastic, a designer toy brand that raised $20 million in Series A funding in 2021 and $10 million in a previous Series A round in 2019. This involvement highlights their interest in the plush toy and designer toy market. Additionally, they have invested in Wool and the Gang, a company that aims to unite design-driven aesthetics with community production, which may also relate to the broader context of plush toys and handmade goods. Their investment in Etsy, a platform for handmade and unique products, further emphasizes their engagement with creative and artisanal markets.


8. EQT Group

  • Website: eqtgroup.com
  • Type: Private Equity
  • Headquarters: Stockholm, Stockholm, Sweden
  • Founded year: 1994
  • Headcount: 1001-5000
  • Number of deals in 2024: 30
  • LinkedIn: eqt-partners

EQT Group is a prominent investment firm based in Stockholm, Sweden, specializing in private equity, infrastructure, real estate, growth equity, and venture capital. Founded in 1994, EQT serves institutional investors by providing expertise in managing diverse investment portfolios across various sectors and geographies. Notably, EQT has made significant investments in the toy and consumer goods sectors, including the acquisition of a 75% stake in Top-Toy, a company known for its toy offerings, including plush toys, in November 2015. Additionally, they acquired Flying Tiger Copenhagen in January 2013, a retailer that features a variety of toys and playful products. These transactions highlight EQT's active role in the plush toy market, making them a relevant investor in this category.


9. Equistone Partners Europe


Equistone Partners Europe is a private equity investment firm based in London, specializing in management buyouts and growth capital for mid-market companies across Europe. Founded in 1979, the firm has a strong track record of partnering with management teams to provide capital and strategic support aimed at long-term growth and impressive returns for investors. Notably, Equistone has made significant investments in the children's product sector, including the acquisition of Vertbaudet, a brand expected to generate substantial revenue from its digital platform. This acquisition highlights Equistone's commitment to investing in companies that cater to children, which may include plush toys. Other transactions, such as their acquisition of The Original Factory Shop and Antler Ltd, further demonstrate their diverse investment portfolio, although these are less directly related to plush toys.


10. Verdane

  • Website: verdane.com
  • Type: Private Equity
  • Headquarters: Oslo, Oslo, Norway
  • Founded year: 1985
  • Headcount: 51-200
  • Number of deals in 2024: 7
  • LinkedIn: verdane-capital

Verdane is a private equity investment firm based in Oslo, Norway, founded in 1985. The firm specializes in growth equity investments, particularly in technology-enabled companies, and provides capital and hands-on support to help businesses scale. Verdane has been involved in several transactions relevant to the plush toy industry, notably with Babyshop, a retailer that has raised significant funding in multiple rounds (over $46 million from 2016 to 2019) to enhance its market position in the children's product sector. Additionally, they invested in Stor & Liten, which also operates in the children's market. These transactions highlight Verdane's engagement with companies that cater to the plush toy and broader children's product market.


11. Cvc

  • Website: cvc.com
  • Type: Private Equity
  • Headquarters: Luxembourg
  • Founded year: 2005
  • Headcount: 1001-5000
  • Number of deals in 2024: 16
  • LinkedIn: cvc-capital-partners

CVC Capital Partners is a prominent private equity firm based in Luxembourg, founded in 2005. The firm specializes in private equity, credit, secondaries, and infrastructure, managing approximately €193 billion in assets for over 1000 clients, including pension funds and institutional investors. CVC has made significant investments across various sectors, including retail and consumer goods. Notably, they acquired Hamleys, a historic toy retailer, in 1989, which highlights their engagement in the toy industry. Additionally, they acquired La Foir'Fouille, a retail chain, further demonstrating their focus on consumer-facing businesses. Their strategic investments aim to deliver sustainable value and growth, making them a potential player in the plush toy market.


12. Eurazeo

  • Website: eurazeo.com
  • Type: Private Equity
  • Headquarters: Paris, Île-De-France, France
  • Founded year: 1969
  • Headcount: 201-500
  • Number of deals in 2024: 40
  • LinkedIn: eurazeo

Eurazeo is a prominent investment management firm based in Paris, specializing in private equity, private debt, and real assets. Founded in 1969, the firm has established a significant presence in the investment management landscape across Europe. Eurazeo provides tailored investment strategies aimed at fostering growth and expansion in various sectors, including technology and healthcare. Notably, Eurazeo acquired Asmodee in January 2014 for approximately $132.76 million, a company that is well-known in the toy and gaming industry. This acquisition highlights Eurazeo's interest in the toy sector, which may encompass plush toys among other products. Additionally, Eurazeo has been involved in various funding rounds, including investments in companies like CMP Paris and Weishardt, although these are less directly related to the plush toy market. Overall, Eurazeo's diverse investment portfolio and strategic acquisitions position it as a relevant player in the broader toy industry.


13. Partners Group

  • Website: partnersgroup.com
  • Type: Private Equity
  • Headquarters: Baar, Zug, Switzerland
  • Founded year: 1996
  • Headcount: 1001-5000
  • Number of deals in 2024: 19
  • LinkedIn: partners-group

Partners Group Holding AG is a prominent investment management firm based in Baar, Zug, Switzerland, specializing in private equity, private infrastructure, private real estate, and private debt. Founded in 1996, the firm manages over USD 149 billion in assets and is recognized for its innovative approach and commitment to sustainability. Among its notable transactions, Partners Group acquired a majority equity stake in Schleich, a leading manufacturer of figurines and toys, including plush toys, from Ardian in July 2019. This acquisition aims to support Schleich's international growth and enhance its online capabilities, showcasing Partners Group's strategic interest in the toy industry. Additionally, they have been involved in other sectors, such as hygiene products, but their investment in Schleich highlights their relevance to the plush toy market.


14. Mercia Asset Management PLC

  • Website: mercia.co.uk
  • Type: Venture Capital
  • Headquarters: Henley-In-Arden, England, United Kingdom (UK)
  • Founded year: 1982
  • Headcount: 51-200
  • Number of deals in 2024: 41
  • LinkedIn: mercia-asset-management

Mercia Asset Management PLC is an investment management firm based in Henley-In-Arden, England, specializing in venture capital, private equity, and debt financing to support the growth of UK businesses. Founded in 1982, Mercia focuses on ambitious startups and established companies, particularly in technology and innovation sectors. In 2023, they provided a £400,000 loan to Toyland Toyshop, a UK toy shop chain, through NPIF – Mercia Debt Finance, which is part of the Northern Powerhouse Investment Fund. This funding aims to enhance Toyland's purchasing power and expand its stock levels, indicating Mercia's engagement in the toy industry. Additionally, they have been involved in various other transactions, such as funding for companies like Afternoonify and Warehow, showcasing their diverse investment portfolio while maintaining a notable presence in the toy sector.


15. MMC Ventures

  • Website: mmc.vc
  • Type: Venture Capital
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 2000
  • Headcount: 11-50
  • Number of deals in 2024: 18
  • LinkedIn: mmc-ventures

MMC Ventures is a venture capital firm based in London, England, founded in 2000. The firm specializes in investing in early-stage tech companies across Europe, focusing on sectors such as enterprise AI, fintech, and data-driven health. In addition to providing capital, MMC Ventures offers strategic support to help startups grow. Notably, they have participated in transactions relevant to the plush toy industry, such as their investment in Whirli, a toy sharing subscription service that raised £4 million in a Seed funding round. This investment highlights their engagement with the toy sector. They also participated in the funding of Wool and the Gang, a company that aims to unite design-driven aesthetics with community production, which could indirectly relate to the plush toy market by promoting creative and handmade products.


16. Privet Capital LLP


Privet Capital LLP is a private equity investment firm based in London, England, founded in 2008. The firm specializes in identifying and enhancing the value of companies in challenging situations, providing operational improvements and financial support to help businesses achieve sustainable growth. Notably, Privet Capital made a significant acquisition in March 2017 when they acquired Vivid Imaginations Limited, a leading independent branded toys and games company with reported revenues exceeding £80 million. This acquisition aimed to accelerate Vivid's growth and expand its product portfolio, which likely includes plush toys. Additionally, they have been involved in other sectors such as aerospace and event management, but their investment in Vivid Toy Group highlights their relevance in the plush toy industry.


17. Cabiedes & Partners


Cabiedes & Partners is a venture capital firm based in Madrid, Spain, founded in 2009. The firm specializes in investment management and financial advisory services, catering to clients seeking assistance with their investment strategies. Notably, Cabiedes & Partners has participated in several seed rounds, including an investment in We Are Knitters, which raised $150,000 in May 2013. This company, while primarily focused on knitting kits, operates within the crafting industry, which can relate to plush toys. Additionally, they invested in Regalador.com and Zacatrus, although these companies do not have a direct connection to plush toys. Overall, Cabiedes & Partners demonstrates a diverse investment portfolio with a potential interest in sectors that could include plush toys.


18. Venrex

  • Website: venrex.partners
  • Type: Venture Capital
  • Headquarters: London, England, United Kingdom (UK)
  • Founded year: 2002
  • Headcount: 11-50
  • Number of deals in 2024: 11
  • LinkedIn: venrex

Venrex is a venture capital firm based in London, England, founded in 2002. The firm specializes in early-stage investments in technology-enabled businesses within consumer industries. With a team size of 11-50, Venrex provides funding and strategic support to help these businesses grow and succeed in competitive markets. Notably, Venrex has been involved in several relevant transactions, including investments in LoveCrafts, which raised funds in both Series A and Series C rounds, focusing on crafting and DIY, potentially including plush toy projects. They also invested in Stitched, which raised funds in seed rounds, indicating a focus on consumer goods that may relate to textiles and crafting, further connecting them to the plush toy market.



Plush Toy Insights: Key Investors in Europe


InvestorHeadquarterSizeFoundedDeals 2024
CrowdcubeLondon, England, United Kingdom (UK)51-20020103
BgfLondon, England, United Kingdom (UK)51-200201153
3i Group plcLondon, England, United Kingdom (UK)201-50019453
ArdianParis, Île-De-France, France1001-5000199621
Cathay CapitalParis, Île-De-France, France51-200200610
LdcLondon, England, United Kingdom (UK)51-200198115
Index VenturesLondon, England, United Kingdom (UK)51-200199667
EQT GroupStockholm, Stockholm, Sweden1001-5000199430
Equistone Partners EuropeLondon, England, United Kingdom (UK)51-20019791
VerdaneOslo, Oslo, Norway51-20019857
CvcLuxembourg1001-5000200516
EurazeoParis, Île-De-France, France201-500196940
Partners GroupBaar, Zug, Switzerland1001-5000199619
Mercia Asset Management PLCHenley-In-Arden, England, United Kingdom (UK)51-200198241
MMC VenturesLondon, England, United Kingdom (UK)11-50200018
Privet Capital LLPLondon, England, United Kingdom (UK)1-1020080
Cabiedes & PartnersMadrid, Madrid, Spain11-5020090
VenrexLondon, England, United Kingdom (UK)11-50200211


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