Mattel has drafted in its former UK marketing director David Allmark to head the troubled toy manufacturer’s UK and Canadian markets. Allmark will take up his post as senior vice-president and general manager of the division in October, replacing Jean-Christophe Pean.
Allmark comes from Mattel-owned Fisher-Price Friends in New York, where he was also senior vice-president and general manager. He became Mattel marketing director in January 1999 following the departure of group marketing director Melanie Stubbing.
Previously, he worked for Bluebird as marketing director, although the role was axed after the toy company was acquired by Mattel in 1998. He was promoted to Fisher-Price marketing director in 2001 (MW August 23, 2001).
Pean has been promoted to vice-president and general manager of the continental Asia and Australia/New Zealand region after four years as Mattel’s UK chief.
The news follows Mattel’s third toy recall following fears of harmful levels of lead in the paint. The toy manufacturer was forced to perform a U-turn by launching a print ad campaign in the UK after saying it was unnecessary, as revealed on Marketingweek.co.uk.