Japanese toy manufacturer Tomy has poached Swatch marketing chief Sally Plumridge to be its UK marketing director.
Plumridge replaces Phil Savage, who left for rival toy company Interkids last March.
She takes up her post at the end of July and will report to UK managing director Alan Munn.
Plumridge joined the Swiss watch company only a year ago.
Before that, she worked for nine years at toy giant Mattel, where she held a number of marketing posts, including group marketing director for girls toys and divisional marketing director.
Munn says: “Tomy has evolved into a global brand. Plumridge’s global marketing experience, together with an understanding of the dynamics of the nursery product and toy industry, will allow Tomy UK to capitalise on several market opportunities.”
Tomy, which markets pre-school and infant ranges, has licences to make products from the blockbuster Star Wars, and the UK hit children’s series Teletubbies.
Last year, the company won the contract to distribute toys and games from Hasbro-owned brands Parker Brothers and Kenner toys, exclusively in Japan.
Tomy also has plans to make its own version of the talking Furby doll.