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.”

Related: State of the Industry Q&A 2021: PlayMonster

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.

Related: PlayMonster, Boy Scouts Blast Off with Snap Ships Partnership

“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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.