The former Mattel executive will help build the brand’s group properties and licensing business.
In his new role, Whitaker will focus on driving growth in the U.K. toy market as well as on brand building of group properties and the licensing business.
Additionally, the existing team of Simba Smoby Toys U.K. and the new subsidiary will work independently, but co-operatively, according to the company.
Whitaker joins Siso Toys from Mattel, where he held a variety of roles including general sales manager of digital. Prior to this, he oversaw the grocery and discounter channels. He also worked in the Mattel Australia business.
“We are delighted to have Martin on board of our team in the U.K.,” says Uwe Weiler, chief operating officer, Simba Dickie. “He shares our growth plans, which we will achieve by investing in our brands and building strong relationships with our retail partners. Martin´s wealth of experience will be valuable in developing a new
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