Toikido Appoints Darryl Lai as Managing Director for the Americas, Establishes a U.S. Division • The Toy Guide

Trade veteran Darryl Lai is ready to tackle the mantle of Managing Director for the Americas at Toikido. The London-based leisure firm is establishing Toikido USA in an effort to bolster Toikido’s model and merchandising efforts to a worldwide viewers. On this place, Lai will report back to Toikido’s Chief Industrial Officer, Will Ochoa. 

“Darryl brings a wealth of expertise, having spearheaded the launch of YuMe toys out there for a few years,” Ochoa says. “He additionally offers an important direct presence for us in North America, as we help Retail Monster and PMI to launch our Piñata Smashlings IP, and set the stage for the launch of a number of different new Toikido IP to be introduced quickly.”

Lai beforehand spearheaded international improvement and retail manufacturing for toys and collectibles as Maxx Advertising and marketing’s Senior Vice President (Americas), working with companions together with  The Walt Disney Co., Netflix, Marvel, Paramount, and extra. 

With this new international senior-level appointment — and the numerous extra the corporate plans to rent within the close to future — Toikido appears to be like to launch its licensing program in July. The corporate has secured a number of licensing and advertising partnerships in effort to solidify their presence inside key markets. 

This autumn, Toikido is ready to supply a brand new toy line impressed by the corporate’s first in-house IP, Piñata Smashlings. In partnership with animation studio Nelvana, the upcoming Roblox sport (set to debut in June) may even obtain a animated children present adaptation.