Source: PlayMonster/The Toy Book

Wisconsin-based PlayMonster LLC appointed Hollie Holmes to serve as global head of licensing.

In her newly created role, Holmes will lead the development and expansion of PlayMonster’s growing global licensing business while leveraging its intellectual property (IP) across new categories.

Holmes joins the company from Mattel where she most recently served as senior director of strategic development: global licensing acquisitions and partnerships.

“Hollie brings vast experience and demonstrated success in building strong licensing programs that impact business in a meaningful way,” says Scott Flynn, vice president of sales and marketing, PlayMonster. “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.”

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At Mattel, Holmes was responsible for managing entertainment partnerships and license acquisitions across brands including Hot Wheels, Barbie, and Fisher-Price.

“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,” says PlayMonster President Tim Kilpin.

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“Working with Tim previously at Mattel was an incredible experience, and I’ve always known I wanted to work with him again,” Holmes says. “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.”

In recent months, PlayMonster has expanded its product offerings through acquisitions and licensing deals, including Koosh, BriteBrush, Science4You, and more.