Level-5 abby Adds Licensing SVP

Toy industry and licensing veteran Simon Waldron has joined Level-5 abby as senior vice president of marketing and licensing.

April 6, 2018

Level-5 abby Adds Licensing SVP

In this newly created position, Waldron will lead all marketing initiatives across North America, South America, Australia and New Zealand. He will also oversee the company’s global brand marketing strategy and brand execution; manage in- and out-of-house marketing staff and agencies; direct marketing, public relations and promotions for the company’s top properties, including “Yo-Kai Watch” and “Snack World”; and ensure property integration across all platforms.

Prior to joining Level-5 abby, Waldron held senior-level marketing and management positions with Mattel, where he developed new lines of revenue for a host of brands. His experience also includes hands-on work with Fisher Price, Mattel’s Hot Wheels division, Spin Master Toys, Quaker Oats, Campbell Soup and Henkel.

“Since Level-5 abby launched in the U.S. just one and a half years ago, we have grown by leaps

and bounds,” says Yukari Hayakawa, chief operating officer, Level-5 abby. “With the success of global mega-hit ‘Yo-Kai Watch’ and a host of new projects in the pipeline, we are fortunate to have someone with Simon’s robust, diverse skill set as we chart this next phase of Level-5 abby’s expansion.”

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