PlayMonster has appointed Adrian Whyles as managing director of Interplay UK amid the firm’s latest plans for growth on an international scale.
A highly regarded and successful industry veteran, Whyles boasts an extensive background in both toys and games, spanning over 30 years that has seen him manage key brands at Hasbro and more recent take on the role of managing director at University Games UK.
The move comes as PlayMonster begins to implement what it has billed “an exciting new growth strategy” for itself and Interplay. The firm acquired Interplay UK in November last year and having since aligned with Audax Private Equity, now has the capital and resources to achieve ‘organic growth and synergistic acquisitions.’
Bob Wann, chief PlayMonster, said: “We have ambitions plans for PlayMonster and are continuing on our path to be one of the top and most innovative companies in the toy industry.
“Now with the incredible leadership and resources available through Audax, we feel w are extremely well positioned to do so delivering the most robust PlayMonster portfolio of games and toys that inspire play for all ages.”
Following on from PlayMonster’s acquisition of Interplay in June 2018, this year will mark a ‘dynamic new chapter’ as the company adds the PlayMonster portfolio of games to its Interplay business from July.
Titles joining the business include Yeti in My Spaghetti, Chrono Bomb, Don’t Rock the Boat, Game of Things and 5 Second Rule. With the support of Audax, th games category will benefit from a strong commercial focus and marketing investment which will drive a significant addition to the Interplay UK business.
As Whyles now steps into his new role at Interplay UK, general manager of the transition period, Sally Walker will continue her consultancy role on the toy business.
Walker said: “Thanks to a great team and our amazing brands, Interplay is having a strong year and is in a perfect position to take the business to new heights in 2019 through the magic of the expanding Interplay brands and the fantastic addition of the new games portfolio.
‘The team and the business could not be more thrilled.”