Alaina Cornish will be responsible for driving consumer demand across Little Tikes’ range, which will see a new outdoor play campaign this spring.

Alaina Cornish has been appointed as Little Tikes’ new senior brand manager – UK & Ireland. Alaina brings with her 15 years’ strong consumer marketing and commercial experience from a diverse range of well-known consumer brands including Neff, easyJet, National Trust and Discovery Foods. As senior brand manager for Little Tikes, she will be responsible for driving consumer demand for the full range of Little Tikes products across the UK and Ireland.

Commenting on her new role, Alaina said: “I have strong commercial understanding with a real passion for consumer marketing. Having worked in different industries I hope to bring a fresh perspective to toy industry marketing, building on my past retail and FMCG experience.”

With past category management experience, Alaina said she will be looking to drive growth of Little Tikes products using market insights and finding opportunities.

“I’m delighted to have joined the Little Tikes team,” said Alaina. “Getting to work for a classic brand that continues to innovate, whilst creating wonderful childhood memories is a real privilege. I look forward to being part of the incredible MGA Entertainment family and driving growth in UK and Ireland.”

Throughout 2022, Little Tikes is set to continue to innovate and explore to the benefit of both retailers and consumers. A new Little Tikes campaign launching in spring will celebrate outdoor play, whilst encouraging families to enjoy time in their own back gardens.

Little Tikes anticipates continued growth throughout 2022 in outdoor toys and beyond, which will be supported with heavy TV advertising and continued investment into PR, digital advertising and social channels.