She will be working alongside Ray Hughes again (whom she worked with at Vivid) in a new look sales team for the firm.
Coates’ previous roles in the toy industry include six years spent at Vivid Imaginations in brand management and sales. She joins from Leapfrog where she spent the last year looking after national accounts.
New sales manager Ray Hughes commented: "There’s a fresh look to the Bandai sales team this year and we are very pleased that Ali has opted to join us at such an exciting time. We both look forward to working on the Bandai portfolio and meeting all our customers at next week’s Toy Fair."
Coates added: "I’m delighted to be reunited with Ray again after our time at Vivid and to be working together on strong performing brands such as Ben 10, Power Rangers and Harumika. I’m also excited about introducing our customers to some superb new ranges at Olympia and to growing Bandai’s business over the coming months."
The recent changes to the Bandai sales team follow last year’s company restructure when Clive Smith was promoted to general manager with Julian Boyers continuing as managing director.