Hasbro appointed Matthew Austin as its new president and general manager of European sales and marketing to lead the toyco’s distribution across the region.

Reporting to CCO Wiebe Tinga, Austin is based in Amsterdam and started in the position earlier this month.

Most of Austin’s previous experience comes from the food industry and he joins Hasbro from chocolatemakers Lindt & Sprüngli, where he served as UK and Ireland CEO. Prior to that he held various senior roles at Mars (the company behind Snickers, Twix and M&M’s), including GM, GM of European confections and business unit director for confections. Austin also worked for the company’s Wrigley division (which manufactures chocolate, chewing gum and mints) as the customer marketing director.

Hasbro has been busy shaking up its team after recently putting in an offer to acquire prodco Entertainment One for US$4 billion. Earlier this month the toymaker tapped ex-Nickelodeon exec Marianne James as its VP, EMEA consumer products to drive Hasbro’s franchise brands and expand into new categories.