Magazine article Marketing

LeapFrog Selects Heinz Chief for UK Expansion

Magazine article Marketing

LeapFrog Selects Heinz Chief for UK Expansion

Article excerpt

LeapFrog Toys, the third-biggest toy manufacturer in the US, has hired Heinz marketer Teresa Ceballos in the role of vice-president of marketing for the UK ahead of ambitious expansion plans.

Since launching in the UK three years ago, the company has built a reputation for developing technology-based toys geared to advancing kids' education.

Its LeapPad electronic learning system was the UK's best selling pre-school toy and the second-biggest-selling product in the entire toy industry last year.

Ceballos takes up the post at the end of June and will report to UK managing director Richard Body. Her most recent job at Heinz has been UK marketing manager, where she oversees baked beans and pasta ranges including Spaghetti Hoops and Pasta Shapes. Prior to Heinz she was a senior marketer at Danone and Kimberly-Clark.

The company's new product development is based in the US, but Ceballos will play a key role in deciding which initiatives to launch in the UK.

She said: 'My first major task is to tap into consumer insights in educational toys so we develop the right products. …

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