Little Tikes is to receive an increased focus from MGA Entertainment following a strong year, with expansion of its sales and marketing team.
MGA has bolstered the brand at both a European and global level, with a trip of high profile staff changes.
Rachael Springett, formerly European marketing manager, has been promoted to the newly created post of international marketing and licensing director for Little Tikes.
Springett spent ten years in the FMCG industry prior to joining MGA in September 2012.
Taking over the reins from Springett is Michelle Lilley as UK marketing manager. Lilley has a strong background in the retail and home goods industry, having spent three years working on the Pyrex brand, while more recently she spent two years at BSH Home Appliances, focusing on trade marketing for Bosch, Siemens and Neff.
Finally, John Briggs strengthens the MGA UK sales team as general sales manager. Briggs joins from Hornby and also also previously enjoyed stints at LeapFrog and Vivid Imaginations. He has over ten years experience across brand and licences.
Andrew Laughton, MD of Little Tikes UK, commented: "I am very happy to be welcoming both Michelle and John on board - they are both consummate professionals with exceptional backgrounds and I'm convinced that both will bring a great deal to the Little Tikes team.
"I am also extremely pleased to be working with Rachael as we continue to develop the business globally. It has been a great year for Little Tikes, and we are in a great position to emulate this in 2014. I am incredibly excited to see what we achieve on such a well loved brand."