The former Shop Direct buyer has been appointed UK & Ireland area manager.
The 50 year old company KidKraft, which has its global head quarters in Dallas, Texas, set up a European head office in Amsterdam 10 years ago, where a team of 35 currently oversees the European market. The UK & Ireland has been identified as a growing area of interest for the company, which has made the decision to appoint the former Shop Direct buyer Neil Mitchell as its UK-based UK & Ireland area manager. The company feels that this will be a beneficial approach, rather than continuing to manage the territory from Amsterdam.
In his new role, Neil will be home based in Liverpool. He commented: “I’m delighted and extremely excited to be joining KidKraft, and can’t wait to start working with customers and developing the business.”
KidKraft is known for its award-winning doll houses and play kitchens, and its toys are sold in more than 90 countries by more than 28,000 sellers. The 2016 acquisition of Big Backyard and Cedar Summit expanded the company’s reach beyond the playroom into the backyard. KidKraft inspires children to develop their creativity and imagination through its portfolio of indoor toys, play sets and furniture, in addition to outdoor play sets and play houses.