Grant Gie has joined Sambro as commercial director in order to further drive the company’s continued growth and development.

As commercial director, Gie will support all areas of the business with the objective to broaden the company’s reach into the premium toy space and new retailers.

Gie joins Sambro from Hasbro, where he spent nine years in various franchise marketing roles for Marvel, Transformers and Nerf. Most recently, he held the position of licensing director, toys and games, EMEA.

“Grant joins us at a really exciting time for Sambro,” says Tom Duffy, managing director, Sambro. “Our intensive growth means that we need people of Grant’s caliber to help drive the business forward in line with our ambitious plans. It was essential to Sambro to find someone who understands the considerable presence we have achieved not just here in the U.K. but globally, and Grant will be instrumental in further cementing Sambro’s reputation as one of the major players in the toy industry.”