History of WOW

Nadim Ednan-Laperouse, MD, has always had a passion for toys. At the age of 25 he set up his own company, NAD Associates having graduated in Industrial Design. His direct approach soon led him to win contracts designing big brand toys for major international toy companies and with so much work suddenly coming his way, Nadim was in a position to recruit a team of talented designers.

WOW history

Life was good but Nadim had always had a clear mission right from the beginning and that would be to design great quality toys with real long lasting play value that weren’t reliant on batteries. There would be no cutting corners in favour of massive advertising budgets and the good design, safety and durability of the toys would prove testament to his promise and vision.

He launched WOW Toys at the 1997 London Toy Fair and though dwarfed by the international toy giants, WOW’s strong and clever designs soon caught the attention of a number of influential UK retailers. Since then WOW has expanded and grown and is now available in over 900 UK retailers and 40 countries around the world.

Nadim loves to share his passion for toys and has been interviewed for Radio and TV by the BBC, Bloomberg, Channel 4 News; has had numerous articles written about him by the major broadsheet press and has given speeches for the DTI. The BBC has made two thirty minute TV programmes following WOW’s success which were televised in the UK and in a number of countries around the world.

In 2000 Nadim received his Honours at Buckingham Palace from HRH the Prince of Wales in recognition for his services to the toy industry and to overseas trade.

Nadim is married and his wife also works with him at WOW. He balances the running of a successful company with being the father to two children who both adore Dad’s toys.

By keeping good design at the heart of everything, WOW continues and will continue to produce toys that children love.

WOW continues to grow at an extraordinary rate and it’s only made possible by the skill and passion of the WOW team. We always aim to beat expectations and are dedicated to creating toys that will be recommended and loved all over the world.

If you’re a talented, driven individual who likes to work hard and play hard please contact us at careers@wowtoys.com – we would love to hear from you.