Toynamics names new MD and sales hires

Published on: 12th January 2024

Toynamics has announced the appointment of Nikita Semenov as managing director alongside a new sales hire and internal moves to help boost the company’s UK operations.

Nikita Semenov

With over 16 years of experience in the global baby and children products sector, working on senior positions in children’s furniture and accessory companies, both in manufacturing and distribution, Nikita has moved to the UK from Germany after being involved in setting up a seven-figure children’s and junior furniture distribution company there.

Nikita will be responsible for setting the strategic direction and driving continued growth for all Toynamics brands as he joins the senior leadership team. He commented: “I am thrilled to be joining the business during such an exciting time period. We have lots of untapped opportunities in the market and I am looking forward to meeting all our new and existing Toynamics customers at the upcoming London Toy Fair.”

To support Toynamics UK & Ireland’s growth plans the business has also expanded its sales team, with Julian Jones joining as a business development manager. Focusing on new business across National and Key accounts, Julian brings with with him a wealth of experience in new business development across food to the music industry.

Michelle Canada also joins the sales team as an Inside Sales executive, having been promoted from finance assistant. Michelle will be utilising her previous seven years experience as a buyer to support key and national accounts.

Dennis Gies, European managing director, commented: “Last year marked a significant phase of expansion for the Hape Group. We made substantial investments in our production facilities across Europe and greatly enhanced our manufacturing capabilities. I am confident that our newly expanded Toynamics UK team will boost our growth in our wide portfolio range, while also supporting our existing customers with new and enhanced support.”

The team will be at Top Drawer London this weekend, and at London Toy Fair, Nuremberg Toy Fair and Spring Fair. To book an appointment with the team, contacting


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