Toynamics UK & Ireland invests in Hape team

Published on: 9th August 2022

As part of Toynamics UK & Ireland continued growth strategy, Emma Damerell is promoted to European Campaign and Brand manager for Hape.

Emma Damerell

In parallel with this growth strategy, Toynamics is expanding its Customer Service team, and has appointed Victoria Potter as Customer Service assistant. New to the toy industry, Victoria brings more than a decade of sales and customer relations experience, gained in the automotive industry, having previously worked with Amber Valley Developments LLP.

Emma Damerell’s promotion is part of a wider development from the Hape Group. It follows a restructuring of the marketing team across Europe, as the Hape Group invests in growing the Toynamics business and its brand portfolio, including Hape, Nebulous Stars, DinosArt, Timio, Beleduc, Nanoblock, Skip Hop and Korko.

As European Campaign and Brand manager for Hape, Emma will continue to oversee UK marketing, as well as taking on responsibility for Europe. She will focus on developing and delivering category-based consumer marketing campaigns, to support Hape sales and brand growth. In the UK she will be supported by Abi Gardner who joined the business in 2021.

Emma joined Toynamics UK & Ireland as head of Marketing at the end of 2020. Prior to that, she was at Hornby Hobbies and previously held marketing roles with Joules and DKL Marketing.

David Allan, MD at Toynamics UK & Ireland, commented: “This is a well-deserved promotion for Emma, and a thrilling challenge for her as we ramp up our level of activity for Hape during an exciting period of brand and business growth. We’re also delighted to welcome Victoria as we boost our customer service team”.

For more information about Toynamics, call +44 (0) 116 478 5230 or email

The company featured in a recent article in the August edition of Toy World, detailing the success of the Hape brand and all its latest introductions. You can read the full article here.


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