The Merlin Group Toys Games Puzzles Partners About Contact
The Merlin Group designs, patents and markets innovative toys to leading international toy manufacturers.
About Merlin
The Merlin Group is a leading Toy & Game inventor group based in Sydney Australia.

We are committed to introducing a select range of new toys, puzzles and board games to leading toy manufacturers in the United States, Japan, United Kingdom and Europe.

Toy & Game Design Process.

After analysing over one hundred toy proposals from both In-House and outside toy inventors, the Merlin Group selects a limited number that it considers are worthy of further research.

These toy proposals are then refined through our "six-point process":

  1. First, the toy concept and design is developed and improved through an iterative design process.
  2. Cost-effectiveness of manufacture is established and working prototypes of the toy are then manufactured for testing.
  3. Playing rules are finalised.
  4. The toy is then market-tested (on a strictly confidential basis) within the relevant age-groups.
  5. Depending on the outcome of the market research, the toy proposal is either:
    • Abandoned, on the basis that the toy lacked market potential.
    • Refined and subjected to another round of confidential market testing.
  6. If the second-phase market research proves positive, a patent is lodged to protect the intellectual property inherent in the toy proposal.
Each year, the Merlin Group attends all major international toy fairs and undertakes marketing trips to the United States, Europe and Asia to showcase our latest products to leading toy manufacturers around the world.

Adam Geha (L.L.B. Econ.) - Managing Director Adam Geha (L.L.B. Econ.) - Managing Director
Adam Geha is responsible for overseeing all aspects of Merlin Group's performance, including product origination, design and development and marketing research and strategy. He is responsible for approving all major commercial contracts entered into by the Merlin Group, and is also responsible for leading and coordinating the company's marketing initiatives in the United States.
Zane Bernstein (B.Bus.) - Executive Director Zane Bernstein (B.Bus.) - Executive Director
Zane Bernstein is responsible for overseeing all aspects of Merlin's marketing in the USA and the UK and is jointly responsible for arranging and analysing market research data.
Spiro Dimitriou (Dip. Cons.) - Chief Operating Officer Spiro Dimitriou (Dip. Cons.) - Chief Operating Officer
Spiro Dimitriou is responsible for the day-to-day management of Merlin and, as such, is responsible for managing the design and prototype development process and for arranging and analysing market research data. He is also jointly responsible for coordinating the company's marketing campaigns in the United States.
Andris Abolins (B.Eng.I.T.)  Director of Product Development Andris Abolins (B.Eng.I.T.) Director of Product Development
Andris Abolins is responsible for the design and prototype development process. He has over 40 years experience in the invention game (including optics, medicine, cinematography, mechanics and toys).

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