Plum has appointed Stewart Middleton, formerly of Mookie Toys, as its new UK sales director.
Stewart's appointment follows a restructuring of the Plum UK and international sales teams.
Philip James will now lead the brand's global sales as international sales director, supported by international account manager Loretta Tang.
Key account manager Liam Stephenson and a newly created sales support team will assist Middleton in his role.
"I am very pleased to be joining the Plum team at such an exciting time, not only for Plum's 25th year supplying outdoor toys, but at the beginning of a bold growth stategy that will take the business in an exciting new direction," said Middleton.
Plum MD Mark Wilson added: "I am delighted to welcome Stewart to the Plum team. His experience and knowledge within the industry will be invaluable to our team and in driving sales in line with our ambitious expansion plans."