Private equity firm Privet Capital has snapped up a toymaker behind Care Bears, Thunderbirds and Moshi Monsters.
Headquartered in Guildford, the firm also has operations in Paris, Frankfurt and Hong Kong.
Read more: Here's how Lego is threatening Christmas
Privet said the company, which has also made toys associated with brands including Bratz Dolls, Animagic and Crayola, currently brings in revenues of more than £80m.
Sky News reported that Privet Capital had beaten HMV owner Hilco Capital in the bidding.
“We are extremely pleased to have acquired Vivid which we believe has significant growth potential,” said Vardhan Rajkumar, senior partner at Privet Capital.
“Vivid is an exciting business with an impressive track record of ‘end-to-end’ excellence in each of its core functions, from procurement and product design through to marketing and sales via its unrivalled distribution network and retail relationships worldwide.
“Privet’s investment and operational guidance will support the continued enhancement of Vivid’s in-house developed brand portfolio and expansion overseas.”
“With Privet Capital’s backing, we are well supported to accelerate Vivid’s growth path including some exciting new initiatives,” Eric Rossi, chief executive of Vivid Toy Group, said.
“This investment, as well as ongoing operational support from the Privet team, will enable us to continue developing Vivid’s strong product portfolio – particularly within the collectables segment and certain licenses, as well as strengthen further the company’s excellent long-standing customer relationships with the world’s leading toy and games retailers.”