Alpha Animation and Toys is growing its global reach with the launch of its first UK subsidiary.
The move follows the successful launch of a number of offices across the globe, including North America, France and Spain.
Leading the new UK hub, the former Hasbro, Zapf, Flair and HTI executive, Mark Hyndman has been appointed general manager UK and Ireland.
President of Alpha Group US and Europe, Jean-Christophe Pean, said: “One of the key pillars of our growth strategy is international expansion through the establishment of Alpha subsidiaries in key markets.
“Having successfully worked for some of the key toy companies in the UK, Mark brings unparalleled expertise to the role.”
Hyndman added: “I am delighted to be joining Alpha Group at this exciting time, we have ambitious plans for the UK market and our portfolio of brands has acute potential.
“Super Wings in particular provides us with a great opportunity as we look to replicate our tremendous success in France and Spain.”
Alpha will now be showcasing its new 2017 ranges at the Hong Kong and Nuremberg Toy Fairs.