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Bandai preps for push into new categories

By Staff -- Gifts and Dec, 5/5/2009 12:42:00 PM

CYPRESS, Calif.—Bandai America has appointed Tor Sirset vice president of marketing with responsibility for creating a new group within the toymaker’s business focused on brands for girls and preschoolers.

"As the market leader in boys toys with brands like Power Rangers, Ben 10 Alien Force and Kamen Rider, we are looking to Tor Sirset to help us balance our portfolio of brands with new girls and preschool lines," said Mark Schaffner, Bandai’s Executive Vice President of Toys. "Tor has the right experience to help us create fully integrated programs that will drive all our brands forward and expand our market leadership in the U.S.”

Sirset comes to the position from Playmates Toys, where he served as VP of Marketing and Design for the Girls and Youth Electronics Division. Prior to Playmates, Sirset held posts at senior marketing and design posts at Disguise, LeapFrog and Mattel.

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