European investment group Saga Invest has completed its first-ever acquisition, purchasing UK-based toyco/distributor Heathside Trading for an undisclosed amount. 

Founded in 2006, Heathside is best known for the wholesale consumer products business it operates in the UK and North America. The company’s assets also include original brands Khadou (blind-box collectibles) and Master Replicas (props/replicas), which have been leveraged by licensing partners including WildBrain CPLG (Teletubbies), Millimages (Molang), CloudCo Entertainment (Care Bears) and Konami (Yu-Gi-Oh!, pictured). 

Following the sale, Heathside CEO and co-founder Robert Myers plans to exit the business in 2025, with interim CEO John Nelson stepping in to manage the company on a more permanent basis. Saga’s co-founder and investment principal Gregory Benassar will also roll his sleeves up and take on a co-CEO role to help expand Heathside’s distribution network in France and Germany. 

A former head of new business and licensing for board game manufacturer Asmodee (2014 to 2024), Benassar was instrumental in setting up licensed product ranges for the company with Marvel, Netflix and Disney. He and Alexis Desplats, who collectively have more than 50 years of experience in the toys and games industry, left Asmodee in February to launch Saga.