The Learning Company (TLC) has appointed former Mars marketer Nick Naylor to head UK sales and marketing.
Naylor, who was previously a marketing director for kids products at Mars Europe, joins the games and education software publisher as UK managing director this week. He will report to Jean-Pierre Nordman, executive vice-president of TLC International.
Most recently Naylor was group managing director of Serious Global, a multimedia software publishing company. He has also held the post of marketing director for personal care products at Colgate-Palmolive.
As well as overseeing TLC’s marketing strategy, he will be in charge of the company’s licensing programme. TLC already publishes software titles based on cartoon characters such as Scooby Doo and Pokémon and has secured a software licence for Princess Sissi, a new children’s TV programme produced by Fox Kids.
The company uses an in-house team and agencies on a project basis for its creative advertising tasks. MJ Media handles its media planning and buying business.
TLC was bought by Mattel in 1999 for $3.6bn (&£2.5bn) but the US toy giant failed to make a profit from its software division. The company was sold to US investment company Gores Technology Group in October last year. The company recently announced that it is refocusing on core brands to turn the business around.