**Job Purpose: **

Lead the Bluey North America Toys licensing business, driving category strategy, licensee management, retail execution, and growth across the toy portfolio. Partner with the Senior Director, Hardlines to support the overall Hardlines strategy and collaborate across key ancillary categories including toy, plush, seasonal, party, stationery, arts & crafts, social expressions, and pet.

This role will drive category strategy, licensee management, and retail alignment to maximize revenue and brand impact across US and Canadian markets. The Director will develop and execute best-in-class licensing partnerships, ensuring product innovation, retail success, and strong brand representation at shelf and online.

KEY RESPONSIBILITIES

• Own and develop the Hardlines (Toys) licensing strategy across North America, including ancillary toys, plush, seasonal, party, stationery, arts & crafts, social expressions, and pet.
• Create and execute annual category plans aligned with global franchise priorities and long-term (3–5 year) growth targets.
• Identify, negotiate, and manage best-in-class licensees, ensuring strong product development pipelines and retail execution.
• Partner with retail strategy, sales, and marketing teams to align product assortments with key retail accounts across mass, specialty, ecommerce, and value channels.
• Drive innovation within the toy and adjacent hardlines categories, ensuring products reflect consumer trends, brand positioning, and storytelling.
• Collaborate cross-functionally with regional/global brand, creative, and retail teams to ensure consistency and quality of licensed products.
• Analyze category performance and market trends, providing data-driven insights to optimize product mix, pricing, and placement.
• Lead line reviews, product approvals, and commercialization processes with licensees and internal stakeholders.
• Maintain frequent in-person engagement with Los Angeles–based partners, including licensees, creative stakeholders, to drive alignment on product development, approvals, and franchise priorities.
• Support go-to-market strategies tied to key content launches and franchise moments.
• Manage forecasts, budgets, and revenue targets for the Hardlines portfolio.
KNOWLEDGE, SKILLS, TRAINING AND EXPERIENCE

Professional Experience Required:

• 7+ years of experience in toys, games, plush or seasonal categories.
• Proven track record managing toy and adjacent categories (plush, seasonal, etc.) within licensed IP environments.
• Experience negotiating and managing licensee partnerships and driving product from concept to retail.
• Strong understanding of North America retail landscapes, including mass, ecommerce, specialty, and value channels.
• Established relationships with licensees preferred
• Experience working with major entertainment or media brands highly desirable.

Knowledge & Skills:

• Strong understanding of toy industry dynamics and consumer trends.
• Excellent negotiation, relationship-building, and communication skills.
• Strategic thinker with strong commercial and analytical capabilities.
• Ability to manage multiple product categories and timelines simultaneously.
• Collaborative, proactive, and solutions-oriented team player.
• Proficiency in Microsoft Office (Excel, PowerPoint, Outlook, Word).
• Strong attention to detail and organizational skills.