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Herschend Entertainment: “With Alpha Group we’re bringing Chuggington to life like never before”
September 27th 2019

Chuggington is making its comeback in 2020 as the brand and children’s TV series celebrates its tenth anniversary and its returning sixth series with an all guns blazing licensed product programme, kicking off with master toy partner, Alpha Group.

Alpha’s Reg Sookee crushes 100m charity cycle
August 29th, 2019

The Brand Manager raised more than £1,200 for Shooting Star Children’s Hospice, completing the titanic bike ride in under six hours – donations still open

Alpha Group reach semis in Hasbro charity football tournament
July 19th, 2019

Alpha-letico Madrid were bettered by home team Hasbro during a penalty shootout at the annual Toy Trust fundraising event

HES Appoints Alpha Group For ‘chugginton’ Toy Deal
June 7th, 2019

Herschend Entertainment Studios (HES) has chosen the Alpha Group as the global master toy partner for children’s series “Chugginton.”

Sybo names Alpha Group as master toy partner for Subway Surfers
May 31st, 2019

Alpha will manufacture and market Subsurf figures, vehicles, electronic toys, role-play accessories and more.

Nick celebrates SpongeBob with content and CP
February 15th 2019

Nickelodeon is launching a TV special, YouTube channel and vinyl figures to mark the 20th anniversary of the sea sponge series.

Flybe partners with Super Wings for special Santa flight
December 21st 2018

Alpha Animation and Toys’ hit pre-school animation, Super Wings, has joined Flybe on a festive flight, taking a group of children from the Children’s Cancer Unity Charity from George Best Belfast City Airport to meet Santa.

Check out The Entertainer Squad in their shiny new HQ!
December 5th 2018

The Squad had a great time playing with the new Massive Monster Mayhem range from Alpha Animation & Toys Ltd!

#TheEntertainerSquad #contentmarketing #retail #toys

Your essential guide to the Progressive Preschool Awards 2018
November 6th 2018

The headline sponsor of the Progressive Preschool Awards 2018 is Alpha Animation and Toys.

Super wings to remain onboard Tiny Pop
October 11th 2018

Alpha Animation and Toys announces it has secured additional broadcasting rights with Super Wings on Sony Pictures Television’s children’s TV channel, Tiny Pop. (Freeview 207, Virgin 737, Sky 617 and Freesat 605).

Publishing trio swoop in for Super Wings
September 27th 2018

"Centum Books, Signature Publishing and Kennedy Publishing now on board for preschool brand. A trio of publishing partners have got on board with Alpha Group’s Super Wings preschool property."

TerraSect labelled 'TOP TOYS!'
September 2nd 2018

Great news coming out of Alpha Group US. Ladies and gentleman, Terrasect!

Terrasect made it to Walmart's Top Toys for 2018 List. Proud of the team at Alpha Group US

Super Wings takes to the skies with Flybe
August 21st 2018

Alpha Animation’s hit pre-school property collaborates with Flybe, Europe’s largest regional airline.

Toymaster unveils dedicated preschool window
May 10th 2018

Four key brands showcased in windows across buying group’s store estate.

Alpha appointed master toy for Massive Monster Mayhem
February 7th 2018

DHX Brands has appointed Alpha Group as its global toy licensee, excluding Asia, for its action-packed sci-fi competition series Massive Monster Mayhem.

The Alpha Group LLC appointed master toy partner for SpongeBob SquarePants
February 2nd 2018

The Alpha Group LLC, a subsidiary of The Alpha Group, and Nickelodeon have announced a global master toy partnership for the network’s animated series, SpongeBob SquarePants. The new product line is expected to debut worldwide in 2019.

Super Wings swoops into UK Toy Fair
January 23rd 2018

Alpha Animation & Toys is getting ready for the beginning of UK Toy Fair tomorrow (Tuesday January 23), with a raft of new products for preschool property Super Wings due to be showcased.

GOLD medal Winner at the 2018 Independent Toy Awards for the Super Wings Transforming Characters in the LICENCED category.
Award on Super Wings Transforming Vehicles - ‘Imaginary World’ Category
Award on Super Wings Transforming Vehicles
Awards on Super Wings Transforming Vehicles

Cookie Policy

This Cookie Policy sets out what cookies are, why Alpha Animation & Toys Ltd. uses cookies on its website and your options relating to their use.

What are ‘cookies’?

In simple terms a cookie is a small piece of information downloaded to your computer or mobile device when visiting a website. Cookies are then sent back to the originating website on each subsequent visit, or to another website that recognises that cookie. Cookies are useful because they allow a website to recognise a user’s device.

If you prefer not to accept a cookie, you can navigate the websites like a normal user. Any information gathered through the use of Cookies is compiled on an aggregate, anonymous basis.

Why do we use cookies on our websites?

We use cookies so that we can give you a better experience when you return to our websites. In particular we use cookies to:

• estimate our general audience size and how they use our site

• recognise you when you return to our site

• estimate our audience size and patterns

• track the first and last pages you visit and your total number of visits to the website

• track how long you spend on any page existing within our website

• track the pages you visit on our website

• track how you came to access the website including keyword searches, search engine information and/or referrer

Cookies List

This website uses analytics cookies that collect information about how visitors use a website, for instance which pages visitors go to most often, and if they get error messages from web pages. These cookies don’t collect information that identifies you. All the information that these cookies collect is anonymous and is only used to improve how a website works.

Our website uses Google Analytics Cookies. Information collected by the Google Analytics cookies will be transmitted to and stored by Google on servers in the United States of America in accordance with its privacy practices. To see an overview of privacy at Google and how this applies to Google Analytics, please click here. You may opt out of tracking by Google Analytics.

Do I have to agree to cookies?

Most web browsers automatically accept cookies, but if you prefer, you should be able to change your browser to enable, disable or delete cookies. You should read the information that came with your browser software (usually located within the “Help”, “Tools” or “Edit” facility) to see how you can set up your browser to notify you when you receive a cookie. This should then give you the opportunity to decide whether to accept it. Disabling a cookie or category of cookie does not delete the cookie from your browser, you will need to do this yourself from within your browser.

Please note, you may not be able to take full advantage of a website if you do so. Cookies are specific to the server that created them and cannot be accessed by other servers, which means they cannot be used to track your movements around the web. If you do not change your browser settings and continue to use our websites we will infer that you have consented to us using cookies for the purposes set out below.

Where can I get more information?

To find out more on cookies generally and about how to restrict or block the cookies this site uses, please visit www.aboutcookies.org.

Our websites may feature embedded ‘share’ buttons to enable users to easily share articles with their friends through a number of popular social networks. These sites may set a cookie when you are also logged in to their service. We do not control the dissemination of these cookies and you should check the relevant third-party website for more information about these.

Cookies that have been set in the past

If you have disabled one or more Cookies, we may still use information collected from them prior to you disabling them. However, we will stop using the disabled cookie to collect any further information.

Alpha Group Global Modern Slavery Statement incorporating The Modern Slavery Act 2015 of the UK

Our commitment to corporate social responsibility (CSR) and upholding responsible business practices is absolute. At Alpha Group Co we continuously monitor and address workforce issues. We do this both in the factories we own and our direct workforce also within our 3rd party partners.

Alpha Group Co recognises that human trafficking, also known as modern slavery, is an important human rights issue that impacts millions of people in virtually every country and supply chain. The act of human trafficking may take many forms, including forced labour, withholding of personal identity documents, imposed servitude, and sexual exploitation.

Alpha Group's commitment to addressing the risk of human trafficking is grounded in our Human Rights Policy. The Policy details our commitment to upholding our values and respecting human rights in our operations and business relationships, including our supply chain. We also require our third-party vendors to provide fair and safe working conditions for all workers and to treat their employees with both dignity and respect.

Alpha Group Co's ethics & principles are mandatory for all facilities involved in the manufacturing of our products and we prohibit all forms of forced labour, including human trafficking and modern slavery. Written certification of compliance is required with these principles from all our manufacturing facilities and we seek to identify and address violations and opportunities for continuous improvement through our social compliance program which includes both third-party monitoring and internal oversight audits.

Eliminating human trafficking requires strong action and collaboration from governments, business, international organizations, and civil society. At Alpha Group Co we regularly review and continuously improve our approach to human rights, including combating human trafficking and modern slavery, and strengthening our approach, as needed, to align with emerging laws and regulations, including The United Kingdom (UK) Modern Slavery Act of 2015.


Robert He
CEO Alpha Group Co


Alpha Group Co Ltd ("We") are committed to protecting and respecting your privacy.

This policy sets out the basis on which any personal data we collect from you, or that you provide to us, will be processed by us. Please read the following carefully to understand our views and practices regarding your personal data and how we will treat it.

For the purpose of the Data Protection Act 2018 – the General Data Protection Regulation, the data controller is Alpha Group Co Ltd of The Beehive, City Place, Gatwick, West Sussex, RH6 0PA.


We may collect and process the following data about you:

Information you give us

Information you provide when submitting an enquiry via one of our contact methods on the contact us page.

Information we collect about you

With regard to each of your visits to our site we may automatically collect the following information:

• technical information, including the Internet protocol (IP) address used to connect your computer to the Internet, your login information, browser type and version, time zone setting, browser plug-in types and versions, operating system and platform;

• information about your visit, including the full Uniform Resource Locators (URL) clickstream to, through and from our site (including date and time); products you viewed or searched for; page response times, download errors, length of visits to certain pages, page interaction information (such as scrolling, clicks, and mouse-overs), and methods used to browse away from the page.

Information we receive from other sources

We may receive information about you if you use any of the other websites we operate. We are also working closely with third parties (including, for example, business partners, sub-contractors in technical, payment and delivery services, advertising networks, analytics providers, search information providers, credit reference agencies) and may receive information about you from them as part of fulfilment of any goods services and legitimate business interest.


Our website uses cookies to distinguish you from other users of our website. This helps us to provide you with a good experience when you browse our website and also allows us to improve our site. For detailed information on the cookies we use and the purposes for which we use them see our Cookie Policy. (add direct link)


We use information held about you in the following ways:

Information we collect about you

We will use this information:

• to administer our site and for internal operations, including troubleshooting, data analysis, testing, research and statistical;

• to improve our site to ensure that content is presented in the most effective manner for you and for your computer;

• as part of our efforts to keep our site safe and secure;

• to measure or understand the effectiveness of advertising we serve to you and others, and to deliver relevant advertising to you.

Information we receive from other sources

We may combine this information with information you give to us and information we collect about you. We may us this information and the combined information for the purposes set out above (depending on the types of information we receive).


We may share your personal information with any member of our group, which means our subsidiaries, our ultimate holding company and its subsidiaries, as defined in section 1159 of the UK Companies Act 2006.

We may share your information with selected third parties including:

• Analytics and search engine providers that assist us in the improvement and optimisation of our site.

We may disclose your personal information to third parties:

• If Alpha Group Co Ltd or substantially all of its assets are acquired by a third party, in which case personal data held by it about its customers will be one of the transferred assets.

• We will never sell or give your personal data to other companies for their sales or marketing purposes without your prior permission.


We will never sell or give your personal data to other companies for their sales or marketing purposes without your prior permission or for legitimate practice of running our business to which you have pre-agreed.

We take all reasonable measures to keep the data we hold safe including keeping devices containing data password-protected, backing up important data and practising a high level of professional discretion in terms of data disclosure.


You have the right to ask us not to process your personal data for marketing purposes. We will usually inform you (before collecting your data) if we intend to use your data for such purposes or if we intend to disclose your information to any third party for such purposes. You can also exercise the right at any time by contacting us at Alpha Group Co Ltd, The Beehive, City Place, Gatwick, West Sussex, RH6 0PA.

Our site may, from time to time, contain links to and from the websites of our partner networks, advertisers and affiliates. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies. Please check these policies before you submit any personal data to these websites.


If you are a journalist, blogger/social media influencer or media partner we may have your email address in order to send you news about a topic you may be interested in through contact directly with us or via our PR agency Hello Communications Group. If you have supplied your phone number, we may also hold this for the purposes of contacting you in relation to any topics we are working on together or to advise you of news stories, product information, press events and other media related communications.

We may also hold your address if we have requested this so that we send something such as product samples, printed brochures and press packs that cannot be sent digitally.

We may also hold the name, address, emails and, if relevant, telephone numbers of consumers who have entered competitions arranged on behalf of clients. These are removed once the competition has been completed and the prizes fulfilled.

Lawful basis for processing personal data

Recital 47 of the GDPR allows for the processing of personal information for our legitimate business interests in terms of press communications. “Legitimate Interests” means the interests of our company in conducting and managing our business to enable us to offer you the best services and information.

For example, we have an interest in making sure our communications are relevant for you, so we may process your information to send you communications that are tailored to your interests and relevant to your media audience. We believe this processing is also in your interest.

We may hold some personal details of press, media partners, event companies, promotions agencies, bloggers and influencers on our database for any of the following purposes:

• To update you about news/press information relevant for your publication/blog

• To inspire and inform you about new and interesting products, messages, news and services available from our clients and relevant to you

• To provide information about/to invite you to press and media events

• When we process your personal information based on legitimate interests, we make sure to consider and balance any potential impact on you (both positive and negative), and your rights under data protection laws. Our legitimate business interests do not automatically override your interests. We will not use your Personal Data for activities where our interests are overridden by the impact on you.


The Act gives you the right to access information held about you. Your right of access can be exercised in accordance with the Act. To access this information held about you please contact customerservice@alpha-animation.com


Any changes we may make to our privacy policy in the future will be posted on this page and, where appropriate, notified to you by e-mail. Please check back frequently to see any updates or changes to our privacy policy.

IT & GDPR Policies can be provided upon request.