Two new managers have been recruited to join PlayMonster’s sales team as the toyco seeks to expand its presence in independent boutiques and value chains.

Dave Trentman has joined as the Wisconsin-based toyco’s first value-channel sales manager, with Melanie Bailey also coming aboard as a national account manager. Both execs started in February.

Coming off a 27-year sales career at Mattel, Trentman will work with PlayMonster’s brand teams to spot consumer trends and oversee relationships with US retailers such as Dollar General, Family Dollar and Five Below.

Value retailers are becoming a hot market as consumers look for cheaper shopping alternatives to big-box stores. In fiscal 2022, Dollar General’s sales grew by 10% (to US$37.8 billion), and the company has announced plans to open 1,050 new stores and remodel 2,000 existing locations to meet growing consumer demand. 

Bailey will manage PlayMonster’s specialty business channel, focusing on sales to independently owned stores and boutiques worldwide. She previously worked at Virginia-based toyco HearthSong, where she launched a wholesale program and developed strong relationships with specialty toy retailers including The Good Toy Group, Toy Collection and Learning Express. 

“We are laser-focused on sharpening our identity as a multi-brand, multi-categorical company that has strong support across multiple channels,” says PlayMonster’s chief people officer, Amy Graczyk. “The specialty business and value channels are critical in helping us stay on top of where the retail industry is going—and investing in our sales team is what we needed to do to take that step.”