WHO WE ARE

Founded in 2012 by a collective vision of industry professionals, MAAD Toys™ is a vibrant and innovative toy company that is customer focused, flexible and reactive to consumer trends. Unencumbered by large corporate structures our team is able to focus on reacting quickly to dynamic market situations, innovate freely and respond to our customer requirements providing the platform to maximise every opportunity.  

Our collective expertise covers all areas of toy development, from design to manufacturing to distribution and we pride ourselves on being able to bring high quality toys to market quickly and efficiently.

MAAD Toys™ is a UK-based company offering popular children's products for all kids.

The man behind maad

ALAN SMITH - DIRECTOR & CO-FOUNDER

Alan has been immersed in the toy industry for over three decades, turning a lifelong passion for play into a storied career. He held senior management roles at global toy & entertainment companies – including Tomy, Ideal Toys, Sega and Bandai Namco – gaining vast experience in toy development, licensing, and international markets. He was one of MAAD’s original founders and remains the driving force behind the company today as its sole owner, carrying forward the creative vision he helped establish back in 2012.

Over the years, Alan has built a reliable network of trusted manufacturers across Far East Asia, ensuring the company’s toys are produced to the highest quality possible. Under his guidance, MAAD Toys™ has developed expertise across a broad range of product categories – from injection-moulded plastic toys and wooden products to feature plush, arts & crafts kits, stationery and games. Alan’s connections in licensing and overseas production have been key in securing a wide variety of known brands and developing product ranges from brief to shelf.

For Smithy — a nickname much of the industry knows him by — making toys is more than a business, it’s a lifelong mission to spark joy. Whether he’s overseeing the design of a new product or negotiating a manufacturing deal, Alan’s goal remains the same: to create toys that are safe, inspire imagination and turn great ideas into beloved memories. His passion and leadership continue to shape the journey of MAAD Toys™, ensuring that the company stays agile and wholeheartedly devoted to play.