Florida-based toyco Jazwares has promoted Jeremy Padawer into a newly created chief brand officer role that comes with a remit to expand the reach of its IPs in the global market.

Starting today, Padawer will focus on innovating product lines, increasing brand relevance and planning long-term growth for the company’s proprietary brands, according to a release. He has been a partner at Jazwares since 2019, when it acquired Wicked Cool Toys, where he served as co-president for nearly a decade. Prior to that, Padawer worked as an EVP of brand marketing and business development at Jakks Pacific.

Jazwares is also promoting three members of its sales team. Arthur Ferreira has moved up from VP of international sales to SVP of international sales and marketing; Herb Mitschele has been bumped from SVP of sales and planning to EVP of global sales and planning; and Guy Thomas is now SVP of US sales, up from VP of retail sales.

These promotions come on the heels of several recent hires at the toyco. In December, Jazwares brought in former LEGO exec Vincent Vandamme to run its new Paris office, and last summer it launched and staffed up a new costume division.