Adrian Roche launches consulting business

After his many years working for various toycos in North America, Roche is now launching his own venture – Black Horse Consulting.
January 3, 2017

Drawing on his many years spent in the toy industry helping international companies gain access to the North American market, Adrian Roche has launched Black Horse Consulting. Over the years, Roche has worked at Alpha (Audley Toys), Fisher Price, The First Years and Mega Brands.

Alpha, where Roche was working before the launch, recently announced that it would be moving operations to L.A, which pushed him to open his own consulting business.

At Fisher Price-Kiddicraft, he served as managing director, following several years as the marketing director for Kiddicraft Toys. He also launched the European operation of The First Years infant products company, before becoming its VP of marketing, based in Boston. He spent 14 years with The First Years, then went to work for Mega Brands in Montreal, Canada. He spent nine years at Mega running its licensing division and product development for the preschool and boys divisions. When Mega was sold to Mattel he went to work for Alpha (formerly known as Auldey Toys) operations in Boston.

After the company’s move, Roche was promoted to the role of VP of global business development before leaving the company. He also helped to launch Auldey Toys North America in his role as its president in 2015.

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Alexandra Whyte is Kidscreen's News & Social Media Editor. Contact her at



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