Founded in 1989 in the Netherlands by Piers Morgan and Ingrid Smit, Animal Magic BV was incorporated in Holland in 1990. Initially conceived as a supplier of high end Plush Toys, Animal Magic rapidly moved its business model from that of importer/distributor to that of manufacturer; establishing the Company in the early growth of soft toy manufacturing in Southern China.
Until 1995 the Company's market had been exclusively European, but a change in marketing strategy from the supply of generic soft toys, to the provision of a fully integrated design and manufacturing service, allowed the company to globalise its business.
The opening of the Company’s Hong Kong offices on 1st July 1997 coincided with an introduction into international Children’s Publishing. This opened up a new market and rapidly the company found demand for its design and manufacturing expertise.
By 1999 the growing commercial stability in China gave Piers the courage to move away from Joint Venture manufacturing. Following the acquisition of the company’s best ever “cut and sew” sub-contractor in early 2000, Piers worked with the local authorities in Chasan, Dongguan to acquire the Company’s own purpose built factory as well as establish the company in China as a Wholly Owned Foreign Investment Enterprise. Both these goals were achieved by the end of 2002.
With 20 years experience in soft toy and cloth book manufacturing the Animal Magic Team brings a wealth of experience to its clients. Product development needs are met through our renowned Design Studio – whatever the product, we bring expert textile design, engineering and innovation to your Product Development Team.
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