Tony Hicks appointed as CEO of Vivid Toy Group

Published on: 6th September 2017

Tony will take up his role on 11th September, based at Vivid’s UK headquarters in Guildford.

He replaces Eric Rossi, who will step down from his role for family reasons to remain in France, where he currently resides. Eric will continue to work with the business to ensure a smooth leadership transition.

Tony has over 22 years of experience delivering growth strategies for major business units across Europe, Asia, and North America for market leading international consumer brands including Carlsberg, Molson Coors, and Mars. Additionally, Tony brings significant toy industry experience from his time at leading US toy company LeapFrog, where he successfully developed the Group’s international business in existing core markets, whilst also developing opportunities in a number of new markets.

Vardhan Rajkumar, chairman of Vivid Toy Group and senior partner at Privet Capital, commented: “I’d like to thank Eric for the significant contribution he has made to Vivid in his five years at the company. We wish him all the best for the future. We are delighted to have Tony on board. He shares our ambitious growth plans for Vivid, which we can only achieve though sustained investment in the Vivid team and our brands. Building strong relationships with licence owners and strengthening our important network of distribution and retail partners will be critical to our success. Tony’s outstanding network and record of leading international toy brands will be instrumental in developing our team, growing our brand portfolio and driving further international expansion.”

Tony commented: “It is a privilege to be joining Vivid Toy Group, which is an exciting entrepreneurial business with a fantastic track record and fabulous brands benefiting from an unrivalled distribution network and retail relationships worldwide. I look forward to building on the terrific platform that the team has built and exploring the many growth opportunities for the company.”


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