Spin Master Corp. is looking to strengthen the leadership team within its toy creative center, which operates alongside entertainment and digital games as part of the company’s three-pronged business model.
The company named Michael Butcher as general manager, North America. In his new role, Butcher is tasked with driving Spin Master‘s toy business while delivering sales plans and executing local marketing efforts to align with the company’s goals for toy growth and overall revenue.
Butcher joins the company from The LEGO Group where he served as vice president and general manager for the Canadian side of the business. He spent a total of 13 years at the brickmaker, where he rose through the ranks and became a member of the leadership team for the Americas, contributing to strategy for the U.S., Canada, and Latin America.
“Michael is an experienced toy industry sales leader having worked in both toy manufacturing and retail within North America,” says Chris Beardall, Spin Master’s president of toy and chief commercial officer. “Under his leadership and within our new operating model, Spin Master’s North American toy business is well-positioned to advance against our growth goals as we bring to market new innovative play experiences for children and their families.”
The toy team at Spin Master has also promoted 18-year veteran Arlene Biran to senior vice president of U.S. marketing. She previously served as senior vice president of the activities global toy business and led the growth of Kinetic Sand.
Butcher will report to Beardall and will oversee a team that includes Biran; Tom Kelly, senior vice president sales, U.S.; and Jeffery Cunningham, senior vice president and general manager Canada and Mexico.
“Spin Master has proven leadership in creating breakthrough toys, evergreen franchises, and collaborative licensing partnerships that excite, entertain and inspire kids,” Butcher says. “I am looking forward to joining one of the most respected teams in the industry and working with our retail customers to continue to build on the company’s legacy of growth and innovation.”
Spin Master recently reported a 34.9% spike in toy sales for the first quarter of 2021 and updated guidance for the rest of 2022 with a focus on growth.
