Mattel is bolstering its UK consumer products division to build out its softlines and hardlines business in the region.

The toyco has hired Jack Allen (pictured left) away from board games company Winning Moves to be its new hardlines manager. His duties will include managing Mattel’s licensing business and overseeing the development of new products across hardlines, consumer goods and publishing. 

Meanwhile, softlines manager Lisa Lalayan (pictured right) has been reassigned to focus on the UK after spending three years developing retail partnerships in the broader EMEA region. She’ll do the same thing more locally in her new gig, as well as heading up licensing in fashion, accessories, home goods and beauty products. Prior to joining Mattel in 2019, Lalayan worked as a product development team lead at Disney. 

Lalayan and Allen will also manage consumer products programs for the reanimated Monster High brand and Mattel’s upcoming live-action Barbie movie that’s premiering in July. Both execs report to Jon Spalding, head of consumer products and regional hardlines. 

In other team news, hardlines category manager Liz Reeve will relocate from Mattel UK’s Slough headquarters to join the EMEA team in London. And Max Pilcher has been hired to join her there to manage consumer goods.