Toy firm Playmonster appoints Hollie Holmes as global head of licensing

The international toy firm, Playmonster, has appointed a new global head of licensing in the form of Hollie Holmes, an industry expert boasting more than 20 years experience of the consumer products business.

In her newly created role, Holmes will oversee the company’s global licensing business with an emphasis on the development and expansion of new IP across new and existing categories. Holmes will report to Scott Flynn, vice president of sales and marketing at PlayMonster.

Over her 20 year career to date, Holmes has secured partnerships with a number of leading global entertainment, gaming, celebrity, influencer, toy, automotive, and pop culture culture brands. She has a long history of developing and maintaining strong executive relationships and is a collaborative partner.

“Hollie brings vast experience and demonstrated success in building strong licensing programs that impact business in a meaningful way,” said Flynn. “It’s a whole new level of focus for us that we expect will not only amplify our existing portfolio but open more doors to exciting new opportunities.”

Most recently, Holmes served as senior director of strategic development: Global Licensing Acquisitions and Entertainment Partnerships at Mattel, where she was responsible for entertainment partnerships and license acquisitions across Mattel’s global portfolio, including those for its iconic brands – including Barbie, Hot Wheels, and Fisher-Price.

She oversaw the acquisitions for hundreds of licenses each year, negotiating and executing agreements with partners, and evaluating and acquiring new content in various stages of development.

Tim Kilpin, president of PlayMonster, said: “Hollie is one of the most widely respected and visionary executives in the licensing industry today, and we couldn’t be happier that Hollie chose to continue her career with PlayMonster.”

Holmes said: “Working with Tim previously at Mattel was an incredible experience, and I’ve always known I wanted to work with him again. Scott, and the entire PlayMonster team are innovative, fun, known as a great partner, and incredibly agile, which I’ve learned brings the term “moving quickly” to a whole new level.

“I’m thrilled at the opportunity to help expand our focus and accelerate growth for the PlayMonster team.”

PlayMonster is continuing to build its portfolio of brands and content-driven IP across categories, strengthening its activity not only in core categories but incrementally with the introduction of new business lines, including Koosh and BriteBrush, that significantly scale the company’s growth and leadership position.