Hasbro director quits over policy

Hasbro marketing director for toys Ian Hassardat has left the company following the dramatic reversal of its category management policy, developed last December.

Three divisions are being created at the Action Man manufacturer: brand marketing, trade marketing and sales.

The latest changes have come from recently appointed commercial director Alistair Richards. He joined the company in June, having been sales and marketing director at Colgate Palmolive (MW June 23).

The category management changes involved the consolidation of sales and marketing into two divisions to reflect the company’s core business areas. Two business heads were responsible for toys and pre-school business and games and activities, respectively. The changes were part of a worldwide re-organisation of the company.

The position of “business head” has been removed. Nicola Basham, previously business head for toys and pre-school, becomes group marketing director for toys, games and pre-school. Brand and trade marketing now come under her control. She is responsible for a team of three brand marketing directors and a trade marketing director.

Brand marketing director Amanda Cutbill has left her European post as marketing director for PlaysKool to become marketing director for girls and boys toys. Cutbill’s position has yet to be filled.

Hasbro is also looking for a pre-school marketing director to replace Dave Allmark. Allmark left the company about four months ago to become sales and marketing director at Bluebird Toys.

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