Hasbro taps Gabrielle Sims to head up softlines for its UK consumer products business

The well respected licensing executive, Gabrielle Sims is joining Hasbro’s UK licensed consumer products team as its new head of softlines business. She will bring her wealth of industry experience to the new role, garnered from her more than 15 years across some of the biggest agencies.

Sims joins the team from the fashion brand FatFace where she lead the in-house licensing programme. Throughout her career, she has built a colourful and diverse network and knowledge of the industry and has been instrumental in driving the evolution of many entertainment brands, sporting events and character properties into long term successful licensing programmes.

Over the course of her 15 year career so far, Sims has won numerous industry awards for her work.

“I am thrilled and extremely proud to be joining Hasbro and being able to work on an iconic roster of brands and entertainment properties, some of which were a big part of my childhood growing up,” said Gabrielle Sims, Head of Softlines Business at Hasbro UK and Ireland.

“The timing couldn’t be more poignant for me, as I’m experiencing that magic and power of character all over again, but this time as a new parent. It greatly excites me to be returning to this area, particularly to be joining such a fantastic team and I can see so much potential and opportunity within the Hasbro portfolio.”

Sally Carnota, category licensing director at Hasbro UK and Ireland, added: “We have big growth plans for our UK business and are thrilled to be adding such strong talent to our team. Gabrielle’s exceptional creativity and commercial experience will take our Softlines business to the next level.

“We look forward to welcoming her to the team. Exciting times ahead.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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