Playtime will work closely with the UK and US teams to manage all aspects of UK trade and consumer PR.

This includes handling the UK launch of new collectible plush brand, Cutetitos, which hits UK shelves in December.

Paul Fogarty of Basic Fun UK, commented: “With an expanded portfolio of products in the UK since Basic Fun acquired K’nex, we knew the time was right to bring on board an expert PR team. We chose Playtime as they understand the toy space in the UK and can hit the ground running with one of our most important new brand launches, Cutetitos, whilst also curating and implementing a solid PR programme across K’nex and other Basic Fun brands for 2019. We have a number of new launches to support next year and I’m confident Playtime is the strongest partner we could have wished for.”

Playtime PR’s founder and managing director, Lesley Singleton, adds: “Basic Fun’s portfolio is like a dream toy box of treats for us – we’re not only getting our hands on the mighty K’nex brand, but we’re also going to be able to create campaigns for legendary playthings such as Fisher Price retro toys. Add Cutetitos to that mix and it’s just too exciting really – the whole team is blown away by the burrito-themed range and we’re looking forward to helping make that a huge success for Basic Fun in the UK.”