After a few years of manufacturing, Vivid Imaginations began securing toy distribution and wholesale deals with The Walt Disney Company, MGA Entertainment, Jakks Pacific and Crayola for the UK market.

[3] The company increased its presence as a manufacturer in the 2010s by releasing dolls for music acts including Take That, JLS, The Wanted, One Direction and Justin Bieber.

[5] Vivid Imaginations would also go on to sign agreements with large TV networks, such as Nickelodeon in 2017, working on the series Nella the Princess Knight.

[8] Vivid had a strong market share in the boys' toy sector and saw Bratz as the opportunity to boost its girls' range, which included Care Bears, Disney Princess and Sindy, to rival Barbie owner Mattel.

In March 2017, Privet Capital,[17] a private equity investor, announced the acquisition of Vivid Imaginations for an undisclosed fee.