As the gaming and toy industries have converged, Creative has become home to a fast growing toy business, which was formed to meet the demand from its retail customers for toy lines to put on shelf alongside computer games.

​

Creative's strategy is to continue to grow their toy division by making available established toy lines through the acquisition of distribution rights for established toy lines alongside toy ranges that they have developed in house. Creative Toys Company has it's own identity within Creative Distribution's video game business but is able to use Creative Distribution's Telesales team to target customers that haven't traditionally purchased toys. Mark Stinchcombe the ex-CEO of Corinthian and Glenn Barnard, a games industry veteran, have been recruited to give this growing business a separate identity and clear toy focus.