Southworth will be responsible for the range of official merchandise across the Hornby, Corgi, Airfix and Scalextric brands.
The new recruit joins Hornby from HTI where he held the position of UK marketing controller. Prior to that, Southworth worked for Vivid Imaginations and Asda.
Southworth commented: “The London 2012 range has fantastic appeal not only to the collectors market but also to a much wider market as the build up to the Olympic Games and Paralympic Games continues.
"I am looking forward to being part of the team and working closely with the brand managers to ensure that we have a successful games too.”
Frank Martin, Hornby's chief executive added: “I am delighted that Nat is joining us at such an exciting stage in our company’s history.
"We have a broad range of licensed products that will be launching across all of our brands and he will play a pivotal role in maintaining our relationship with the London Organising Committee of the Olympic Games and Paralympic Games and ensuring that the products are well supported through retail.”
The products include Corgi die cast model vehicles including London taxis and buses and collectable die-cast figurines, Hornby model trains based on the trains that will be an integral part of the Olympic Park transport network, Airfix kits of the main venues including the Olympic Stadium and Scalextric velodrome sets.