US toy maker K’NEX has appointed former CPC marketing controller Robert Williamson to the new position of head of international marketing.
Williamson will spearhead development of the company’s toy range – a cross between Lego and Meccano – as it expands across Europe. The brand is available in five markets, including the UK, and will enter the Netherlands and Turkey later this year.
K’NEX has agreed a 2.5m UK marketing budget. It could spend more than 10m across Europe.
Williamson, who takes charge of all non-US marketing, says he plans to work with the US parent to recruit an advertising agency.
Media planning and buying will continue to be handled by the Media Business Group in the UK.
K’NEX signed a joint venture arrangement with toy giant Hambro for European expansion in 1994. The toy brand launched in the UK in October last year.