IMC Toys welcomes Sue Barratt to country manager role as it prepares for major product push

The toy industry expert, Sue Barratt, has joined IMC Toys as the company’s new country manager for the UK market, bringing with her over 30 years’ of experience to the role.

With the appointment, IMC Toys is continuing to strengthen its UK team to gear up for multiple product launches in the coming months.

Barratt joins the IMC team with more than 30 years of toy industry experience, gained from her previous roles with major companies like LEGO and Tyco Toys. Barratt was instrumental in the success of Mega Brands in the UK in her 10 years as general Manager.

Following this, she spent several years as country manager for Meccano Toys, and was most recently at Melissa & Doug developing its UK business.

“I am very excited to be joining IMC Toys at such a pivotal point for the company and really look forward to driving the business with the new innovations coming over the next few years,” said Barratt.

With several new brands and products set to launch in fall 2019, Q3 and Q4 will be an imperative time for the group. The launches will be supported heavily by a 360 marketing campaign inclusive of key influencer partnerships, an extensive PR and digital strategy, a revamped social campaign, original animated web series streaming on YouTube and Prime Video, and significant TV advertising.

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