Santana will assume responsibility for marketing, product development, design and quality management from March 1st, 2009.
He will take over these responsibilities from CEO Stephan F Brune, who previously managed them on an interim basis.
Santana is a Spanish citizen and has held several senior management positions in the international toy industry since 1995. Most recently, he served as vice president at Mega Brands. In this position, he was responsible for marketing, licensing and girls' products.
Prior to Mega Brands, Santana was director general at Famosa, Spain's largest toy manufacturer, where he drove international expansion and headed global marketing.