Alex Ries | Photo credit: Matthew Deere, Locomotive Emotion Studio

The company behind The Happy Planner brand is making a bigger push into licensing and partnerships.

Me & My Big Ideas (MAMBI) named Alex Ries as chief marketing officer. In her new role, Ries will be responsible for consumer and retail marketing, partnerships and licensing, and product development. Ries joins the company from Moose Toys U.S., where she served as senior vice president and head of marketing and strategy since 2017.

“Alex’s track record clearly proves that she is adept at building world-class teams, can launch and scale strong brands, and is highly effective at building awareness and engaging consumers,” says MAMBI CEO Tom Shaw. “We know she will be an important contributor as we continue to invest in our future.”

For more than 20 years, MAMBI has been a leader in scrapbooking, planning, and organizational materials. Its range of planners, stickers, craft kits, and accessories has grown to include original designs alongside licensed intellectual property (IP) from The Walt Disney Co. and others.

The Happy Planner’s Disney Be Happy Box | Source: Me & My Big Ideas

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“I am delighted to join the talented team at Me & My Big Ideas,” Ries says. “They have created incredible products with a vast and highly engaged community of fans. I am looking forward to accelerating growth through marketing and product with great brand-building, increased distribution, licensing, partnerships, and more.”

Prior to her work at Moose Toys leading marketing for brands including Magic Mixies, Bluey, Scruff-a-Luvs, and Heroes of Goo Jit Zu, Ries led marketing for the company’s hit Shopkins brand. Before joining Moose, Ries served as head of sales at PBS Distribution leading content sales and business development for programs in the PBS and PBS Kids portfolios.