As part of a recent round of promotions that has seen Sara Taylor being made senior VP for the UK, France, Italy and Spain and Michelle Lilley to VP of marketing for EMEA, MGA and Zapf have appointed Ellie Moore to the newly created role of sales director for both companies.
Moore, previously sales director for Zapf, where she has been since the start of this year after joining from MV Sports, will now oversee the UK and Ireland sales team taking in everything from L.O.L. Surprise and Rainbow High to BABT born and Baby Annabell by way of Little Tikes.
“Since joining Zapf Creation at the start of the year, I’ve loved bringing my wealth of skills and experience to some of the nation’s favourite brands such as BABY bornand Baby Annabell”
Ellie Moore MGA and Zapf Creation Sales Director
Moore said: “Since joining Zapf Creation at the start of the year, I’ve loved bringing my wealth of skills and experience to some of the nation’s favourite brands such as BABY bornand Baby Annabell. I am thrilled that my new role now includes some of MGA Entertainment’s incredible brands such as L.O.L. Surprise!, Rainbow High, Little Tikes, FluffieStuffiez and MGA’s Miniverse. I look forward to working with the wider MGA team and sales partners as we prepare for a busy Q4 and a very exciting 2024.”
Meanwhile, Sara Taylor was upped form MD for the UK and Ireland to senior vvice president for the UK and FR.IT.ES earlier this summer. She already boasts more than 30 years in the business, joining MGA in the summer of 2022 after a career taking in roles at Spin Master, Finrise and Mattel. She will oversee all territories to drive the company’s strategy. At the same time, Michelle Lilley was promoted to vice president of marketing, EMEA. She’s been at MGA for 10 years, joining initially as marketing manager for the Little Tikes brand. She now oversees the marketing function for all brands across the UK, Ireland and EMEA territories, with, as the announcement noted, “a focus on driving widespread consumer demand across all channels”.
Sara Taylor said: “These newly created positions herald a new era for MGA Entertainment and Zapf Creation as we bring our different territories closer together and align our work as a truly global company. With the success of new launches, such as MGA’s Miniverse and Fluffie Stuffiez, and the continued growth and dominance of brands such as L.O.L. Surprise!,Little Tikes and Rainbow High, I have every confidence that MGA Entertainment will continue to be at the forefront of the toy industry for the rest of 2023 and beyond.”
