New Hasbro role for Colgate chief

US-owned toy giant Hasbro has appointed Colgate Palmolive sales director Alistair Richards to the newly-created post of commercial director in charge of sales and marketing.

The business heads of the company’s two divisions, Nicola Basham at pre-school and toys, and Graham Derby at board games and puzzles, will report to Richards.

At Colgate Palmolive, Rich-ards held marketing posts for six years and sales posts for five. The new role is intended to give Hasbro managing director Bryan Ellis more time to integrate the Waddingtons and Hasbro business, following the purchase of the games division of Waddingtons at the end of last year.

“I’ll be supporting the good ideas Hasbro has with some fmcg brand-building techniques,” says Richards.

Hasbro, which makes Action Man and Sindy, introduced category management last year into its business, which means it markets products in appropriate groups rather than individually.

The restructure means there are three marketing directors: Ian Hassard for toys, Sharon Carter for games and activities and Dave Allmark for pre-school, all reporting to the business heads.

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