Disguise has hired industry veterans Tony Lewis and Lynda Morris to head up expansion and recruitment efforts to build an EMEA team of costume experts across sales, design and marketing.
David Carscadden, currently md of Jakks EMEA, and 12-year executive at the company, will now lead both Disguise and Jakks teams in EMEA. David will focus on leading both divisions and strengthening distribution channels and retail partnerships for Disguise’s vast range of costumes and fancy dress as well as leveraging Jakks expertise in role play and dress-up. His UK-based teams will be led by Tony Lewis for sales and marketing and Lynda Morris for design and development.
Tony will take the role of sales and marketing director in EMEA. He joins with a wealth of costume industry experience with companies including Christy’s Amscan and Character World. Tony will work closely with Jakks to build and develop retailer and buyer relationships throughout Europe, while growing the list of dress up clients for both Disguise and Jakks.
Tony will also head up all forecasting, planning and joint ventures, as well as regional and local sales teams. He is currently recruiting an experienced costume sales and business development team for EMEA and UK.
Meanwhile, Lynda Morris brings decades of experience in design and management within the children and apparel space, as well as seven years experience in Halloween with Rubies, to her new role as design lead for UK and EMEA.
Lynda will work alongside Tony and the Jakks teams on forecasting, safety testing and presenting concepts and styles to licensors and customers. She will also build a creative and development team in the UK to ramp up for design this year and production in 2022. Her new team will will create innovative styles for Disguise’s existing and new licences.
Dan Cooney, evp, Jakks Pacific, commented: We are excited to continue to expand our presence in EMEA. An enhanced dress up and role play line is a natural complement to our strong toy portfolio.”
Tara Hefter, president and gm of Disguise Inc, added: “This year we have been focussed on maximising our exiting licences and building structure for new brand acquisitions to be announced soon. With the recent awards of some large licences with a global scope, it made sense to hire in industry talent and start growing our team now.
“With Tony and Lynda leading the business, we have the ground work ready to develop and expand into new regions and countries quickly. We can activate faster on new licences and brands and bring these incredible new costumes and accessories to retail for all major dress up holidays in EMEA.”