Bandai has promoted marketing director Rosie Bayles to the new role of director of media and licensing. The toy company is also looking at doubling the size of its UK marketing and licensing operation following a restructure.
She has been charged with overseeing new opportunities for partnerships and products in the market place.
She will be replaced by Darrell Jones, who formerly held the role of marketing manager. Both Bayles and Jones will report directly into Julian Boyers, managing director of Bandai in the UK.
The company is also expanding its team and is considering hiring two product managers and a marketing assistant.
Once the new team is assembled the company’s product ranges, which include Power Rangers and Tamagotchi, could be split into groups along age or gender lines.
“We believe these appointments will enable us to deliver enhanced support to our retail customers and business partners, as well as our end consumers,” says Bowers.
Earlier this month Bandai announced it was embarking on its “most ambitious marketing campaign ever” in the UK to support the launch of its new Catcha Beast hand-held game (MW.co.uk, Aug 8).