The company has confirmed that Neil will be joining the team as head of sales.

Neil is well known in the UK & Eire toy industry, having held senior sales roles with Tomy, Playmobil, Vivid Imaginations, and, most recently, Imperial Toy.

Nathaniel Southworth, Kids@Play managing director, commented: “I am absolutely delighted that Neil has agreed to join us as we develop our business. We have a tremendous opportunity through the consolidation of Ecoiffier, and Falk ranges at source in France, and as such we recognise the need to increase our sales support. I have worked with Neil as a customer of his at Asda, and as a colleague at Vivid. He is the ultimate professional and a proven talent in delivering sustainable business.”

Neil added: “Having seen the plans that Nat and Malcolm have underway it took me about five seconds  to say yes to joining their passionate team. The investment in tooling, licences, and the vision for the future reminds me very much of the early days at Vivid. I will be in touch with the buying community directly, and my first show will be London Toy Fair.”