Spin Master appoints 
Doug Wadleigh as Head of Global Toy Brands

Spin Master has appointed Doug Wadleigh as Head of Global Toy Brands. The newly created position within Spin Master’s Toys creative centre is part of the Company’s new organisational design being implemented to enable and accelerate future growth.

Wadleigh will oversee the development and health of all global toy brands, reporting to Chris Beardall, Spin Master’s President of Toys and Chief Commercial Officer. He will be responsible for profitable growth across all toy categories and will lead product development and drive alignment with the sales and operations teams.

“Doug has deep experience with industry-leading toys and games manufacturers, coupled with a strategic mindset and proven track record of accelerating growth,” says Beardall. “With Doug’s leadership, combined with the strength of our diversified toy portfolio, Spin Master is well positioned for continued growth and to deliver on our vision of creating play experiences that spark creativity and imagination in kids around the world.”

Wadleigh is an industry veteran having held leadership positions within prominent global companies, including Mattel and Warner Bros., as well as innovative disrupters, including Baby Box. Co. and Loot Crate. During his 20-plus year career at Mattel, he successfully set both creative direction and brand strategies for some of the world’s best-known brands including Hot Wheels, Disney Princess and WWE. Most recently, he served as President and Global CMO of Goliath, a privately held toys and games company, where he established a new toy innovation and marketing studio in Los Angeles and was responsible for developing category, brand and product strategies for the existing portfolio.

“Spin Master has built an exceptional reputation as a leader in innovation, rooted in its focus on providing kids and their families with the most amazing toy and game experiences,” says Wadleigh. “I’m excited to join a culture where innovation drives growth and for the opportunity to work with the talented Spin Master team to further accelerate the company’s award-winning brands, evergreen franchises and esteemed partner licenses.”

At end of 2020, Spin Master established three distinct creative centres comprising toys, entertainment and digital games, with a focus on diversifying global revenue and creating meaningful connections with kids across multiple dimensions. Spin Master’s Toys creative centre features a robust portfolio of evergreen brands, owned intellectual property and highly sought-after licenses in four product categories: Wheels & Action; Preschool & Interactive Characters; Activities, Games & Puzzles and Plush; and Outdoor.


About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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