The promotion of Michelle Lilley to MGA marketing director UK and Ireland will take effect from January 2022.

Michelle previously held the role of head of Marketing for Little Tikes.

Now, as MGA UK’s marketing director, Michelle will lead all UK brand marketing teams, which includes celebrated brands such as L.O.L. Surprise!, Little Tikes, Rainbow High and Na! Na! Na! Surprise. The company says her primary objective will be to focus on building core business strategies and leading the charge to turn these strategies into compelling product lines, launches and business-building communications.

Michelle’s passion for the industry began over 20 years ago, when she worked for three years in a Toymaster store, balancing the role with her studies. Since then, her experience has been rooted in consumer goods marketing, and the new role follows her time at Little Tikes, where she rose through the ranks from marketing manager to head of Marketing, leading the team to deliver bold and strategic campaigns for over eight years.

The new promotion was announced by MGA Entertainment managing director, Neil Bandtock, who said: “I am pleased to congratulate Michelle on this well-deserved promotion. We have no doubt that her strategic, experienced approach will help us to build on the success of 2021 and deliver a record 2022.”

As she began her new role as marketing director at MGA Entertainment UK, Michelle commented: “I am thrilled to take on such an exciting opportunity. I began working at MGA in 2013, leading on marketing for Little Tikes. I’m very excited to take this next step in my career at MGA and continue working with an incredible team on some of the UK’s leading toy brands.”