Industry moves

Graham Gardiner seeks new challenge after leaving Rubies

Following a reorganisation of its international business, Graham Gardiner, commercial director EMEA, has left Rubies after a 16-year career with the company and is now seeking a new challenge.

Graham told Toy World: “Another career chapter closes. One that has been filled with more changes and challenges than one could have imagined – but what an incredible ride it has been, with some truly unforgettable moments. I am incredibly proud to have been a pivotal figure within Rubies for the last 16 years.

“I am seeking a new challenge and to help drive profitable business. If you are looking to open new revenue streams or increase market distribution across the UK/EMEA and feel my experience and passion could add value to your business, I would welcome the opportunity to explore how I can help you achieve your goals.”

Graham has a wealth of sales and marketing experience within the Toy, Party and Baby industries, having worked for Rubies, Kids2, Ideal, Tyco and Tonka covering the UK/EMEA and international markets. During this time, he has established a strong network of contacts as well as considerable industry knowledge across the retail landscape.

Graham says he is a ‘hands on,’ ‘lead from the front’ type of person whose skills include managing, mentoring and developing local teams; plus, the ability to work with a diverse range of retail partners, developing a clear strategy to deliver growth and actively seeking new business opportunities to expand retail footprint.

Marc Beige, founder of Rubies Costume Company, commented: “It has been my pleasure to work with Graham for many years, both in the UK as well as internationally. He has that rare combination of personality, persistence and dedication. He will truly be a credit to any organisation that he chooses to work with in the future.”

Mike O’Connell, managing director of Rubies Masquerade UK, added: “Graham has been a pivotal figure here at Rubies and has helped shape and build the company through his long history with us. As he moves on, on behalf of all at Rubies, I would like to wish Graham the very best for the future and thank him for his service and dedication over the years.”

Anyone wishing to contact Graham can do so at grahamg2023@outlook.com or +44 (0) 7850 362272.

Toikido welcomes Will Ochoa as chief commercial officer

Toikido has announced the latest addition to its talented and fast-growing team, as Will Ochoa joins as chief commercial officer. Bringing with him a wealth of knowledge gained while working on some of the world’s biggest brands, Will is considered a very important hire for the young but futurefocused company as it continues to expand its slate of licensed and own-IP.

“Will and I first met over a bowl of Frosties at Mind Candy and his global growth since has been astonishing,” enthused Toikido CEO and founder Darran Garnham. “Going full circle and bringing him into Toikido to supercharge our IP expansion makes me both excited and very proud.”

Will began his career with entry level roles at Fluid World (Hello Kitty) and Mind Candy (Moshi Monsters) where he was receptionist/office manager – and where he met Darran.

After Mind Candy, Will held roles across WildBrain CPLG, Turner Broadcasting and One Animation (based in Singapore), developing global licensing campaigns for some of the World’s biggest brands including the Despicable Me and Minions franchises, Disney and Cartoon Network. He then joined Zuru Toys and for the last five years has lived and worked in Shenzhen, Hong Kong, as well as the UK, heading up the European toy sales teams as general manager –Europe.

“I am very excited to be joining Toikido during such a pivotal time,” Will told Toy World. “From day one, I have been fascinated by the innovative hybrid model Toikido operates, spanning multiple pillars including Toys, Licensing, IP development, Gaming and Digital Content. Darran, who gave me my first break in a commercial role at Mind Candy, has remained a mentor ever since and I am extremely proud to join and work with the close-knit team of incredible talent already assembled at Toikido, many of whom are ex colleagues of mine.”

Will added: “With Toikido on the cusp of launching its first IP, Piñata Smashlings, the scene is set for our huge Roblox game launch in June, followed by toys hitting retail shelves in the UK and Europe from September. I cannot wait to get started with the team and to work closely with all our partners to drive the business going forward.”

Disguise bolsters sales team to support continued EMEA growth

Costume company Disguise has announced three new key hires for its international sales team in the UK and Ireland. Showing continued commitment to these markets, Aneesa Beasley has been appointed as head of Sales and Meghan Bird as senior account manager. In addition, Mike McGillion has been appointed as full-time VP of Sales for Disguise EMEA. For the past year, Mike’s consultancy has been instrumental in leading the charge throughout the EU, expanding the costume business through new distribution and retail partnerships and delivering aggressive sales growth for the company.

As head of Sales, Aneesa will lead retail strategy and development for Disguise in the UK and Ireland. She brings 20 years of experience in textiles, merchandise retail and manufacturing sectors with several of those years spent with Christy’s and Smiffy’s, bringing category expertise on both licensed and bespoke supply. In her new role she will drive Disguise’s market expansion into these two key regions and oversee all sales and promotional efforts.

Meghan also brings many years of retail expertise from Smiffy’s to the company. She has 12 years’ experience within the supplier sector, focusing on national account management and range development, and will call on all key accounts within the UK and Ireland, developing and strengthening those relationships for Disguise.

Mike McGillion, VP of Sales in EMEA, adds decades of knowledge in the retail space to the team. His background includes 15 years at Amscan with extensive expertise in licensing as well as a proven track record of developing new markets and establishing distribution internationally. His career tenure with multiple manufacturers in the party space has been instrumental in the growth Disguise is seeing in EMEA.

“We are excited to have Mike on full-time with us and to bring both Aneesa Beasley and Meghan Bird onboard to supplement our efforts in the UK and Ireland,” said Tony Lewis, Sales and Marketing director, Disguise EMEA. “These are two major growth regions for Disguise and having worked with them previously and knowing them personally, I am confident they will accelerate our growth.”