Ellie Moore will oversee the Zapf sales portfolio for brands including the No.1 nurturing doll brand, Baby Annabell, and the No.2 nurturing doll brand, Baby born.

Zapf Creation has announced the appointment of Ellie Moore as its new sales director. With almost 20 years’ experience within the industry, Zapf Creation welcomes Ellie to the team from MV Sports and Leisure. Ellie also brings a wealth of knowledge and experience from her time at Tomy, Crayola and Vivid.

Ellie will oversee the sales portfolio for much-loved brands including the No.1 nurturing doll brand, Baby Annabell, and the No.2 nurturing doll brand, Baby born. She will also be tasked with leading on Zapf Creation’s commercial strategy, plus the growth of the brands with retail partners to maximise opportunities across all retail accounts.

Ellie said: “I am delighted to be joining Zapf Creation; with its dominance in nurturing doll category and the amount of new development coming out in the next 12 months, it’s an exciting time to come on board. I look forward to expanding the business with existing customers and exploring new opportunities.’’

Commenting on the appointment, Thomas Eichhorn, board member at Zapf Creation, said: “We are happy to welcome Ellie to the Zapf Creation family. 2023 is set to be an exciting year for Zapf Creation and I have no doubt Ellie will be a brilliant addition. I would also like to thank Guy Rooney for all his hard work and wish him well in his new role.”