New look Jakks UK aims high

Rapid expansion of company's Ascot headquarters and product range planned as it targets the top four.
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With its Ascot HQ up and running, Jakks Pacific’s new UK operation is looking forward to its first full Christmas and has outlined its ambitions here.

Rapid expansion of its operation and product range in the UK is planned. Currently it has five UK staff, lead by sales director David Carscadden, formerly general sales manager of Mattel.

He has also been joined by Chris Jones, former international sales and marketing manager at Vivid, and former Hasbro senior brand manager Ken Goodisson, who is marketing manager.

The range in the UK currently consists of around 20 lines, but the firm expects to increase it to between 50 and 60 in the next 12 months. Leading its Q4 offering are its SpyNet and Real Construction lines, plus TNA Wrestling figures.

The firm will have four campaigns on TV for autumn/winter – Real Construction, SpyNet and two within its Disney range – Magic Rise Oven and the Deluxe Cash Register.

“In the US we are the number five toy company. I would have thought we would get in the top four in the UK. We have serious aspirations,” said Carscadden.

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