Hasbro Europe has restructured its marketing and handed responsibilities for both girls’ and boys’ toys to one person for the first time.
The move follows the resignation of category head of girls’ toys Gary Price last week.
It means that European category head of boys’ toys Fiona Murray is now responsible for both Action Man and Sindy – Hasbro’s two top brands.
As well as controlling Hasbro number one brand Action Man, she will now head marketing for its top girls’ brand, Sindy.
Price joined Hasbro three years ago and it is understood he does not have another job to go to.
A spokesman for the company says: “There is a lot of room for improvement with Sindy. The competition with Barbie at the moment is extremely tough.”
Murray joined Hasbro five years ago and has a good reputation within the company. “We regard her as very capable, she would not have been in charge of our top brand otherwise,” adds the spokesman.
Euromonitor figures place Barbie as the second highest selling toy in the UK, while Sindy is number eight in the market.
Hasbro still leads the British toy market, making pre-tax profits of 289m last year, compared with Mattel’s 200m over the same period.