To maintain and strengthen the toyco’s ties with its licensors and retailers, Bandai America has tapped Mark Schaffner to fill the company’s new position of EVP of toys.

The new role will see Schaffner reporting directly to president Sho Omatsu, managing Bandai’s sales and marketing departments, as well as developing new strategies and partnerships to up the company’s profile in the toy industry.

He’ll be putting his consumer electronics experience to good use, as Schaffner comes from Philips Electronics where he managed global expansion, financial performance and new product development as VP of global product development and marketing in the accessories division. He also previously served as president of the power sentry division of Fiskars Brands, prior to its acquisition by Philips, where he was responsible for worldwide operations.