Spin Master is a global leader in children’s entertainment, renowned for its innovative toys, entertainment franchises, and digital games. With brands like PAW Patrol, Bakugan, and Hatchimals, the business continues to expand across international markets. The UK business is a critical hub within the broader EMEA structure, playing a key role in regional commercial performance and strategic execution.

Challenge: Reinvigorating the UK Leadership Team for a New Chapter

Spin Master sought to elevate its UK commercial leadership to support a new era of transformation, change, and future acquisitions. The brief was complex: to hire a new Sales Director and Marketing Director—replacements for long-tenured leaders who had been foundational to the business. The challenge was to identify candidates who could bring fresh energy, future-fit thinking, and commercial sharpness, while also respecting the legacy and cultural fabric of the existing team.

Key Search Data & Process Insights

• Two senior leadership searches delivered in parallel:

  • Sales Director

  • Marketing Director

• Both roles filled via direct headhunt from a leading industry competitor

• 4-stage process:

  • Initial briefing with International SVP & UK HRD

  • Targeted headhunt campaign

  • Multi-stage interviews across UK and global leadership

  • Final stakeholder alignment sessions with North America

• Focus areas included:

  • Change leadership

  • Strategic brand/commercial capability

  • Ability to work across matrixed global structures

• Search included sensitive succession planning, internal stakeholder management, and careful candidate messaging

Result

Both candidates joined the business over two years ago and have since delivered significant impact. The Sales Director has restructured the commercial team, driven double-digit growth in key categories, and contributed to the successful acquisition and integration of new product lines. The Marketing Director has led the brand’s UK strategy with renewed clarity - shaping EMEA marketing narratives and launching breakthrough campaigns that have lifted awareness and ROI across key markets.

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Together, they have helped position Spin Master UK as a stronger, more agile market leader within the EMEA region - laying the foundation for continued growth and innovation