Mattel seeks UK marketing chief

US toy giant Mattel is searching for a UK marketing director following the departure of David Allmark, who has been promoted to the position of Fisher-Price international marketing chief, based at the company’s US headquarters.

Allmark, who left the UK office at the end of last month, had held the top UK marketing post since January 1999. He took over from Melanie Stubbing, who left to join outdoor-play company Hedstrom.

Allmark was responsible for overseeing all of Mattel’s marketing activity, heading the three business divisions: girls, which includes Barbie and the customizable What’s Her Face doll brands (MW last week); boys, which includes the HotWheels brand, as well as games; and pre-school, which includes the Fisher-Price brand.

Allmark joined Mattel from Bluebird Toys, where he was sales and marketing director, following the UK toy manufacturer’s buy-out by the US company.

Earlier this year, Mattel signed a deal with games publishers THQ and Vivendi Universal Publishing, to develop video games and interactive software based on its range of toys.

The move followed Mattel’s decision to sell its software division The Learning Company, which it bought in 1999 for $3.6bn (&£2.5bn), after failing to make a profit. At the time the company announced that it was refocusing on core brands to turn the business around.

Ogilvy & Mather and MindShare handle Mattel’s &£20m global advertising business.

Mattel was set up in California in 1944 and is the world’s largest toy manufacturer. It sells products in more than 150 countries and owns Tyco Toys and mail order business Pleasant Company.

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