Australia’s Moose Toys has hired licensing veteran Hollie Holmes to maximize consumer products market growth for its proprietary IPs and partner brands. 

Holmes, who starts in her new role as VP of global licensing on June 5, will develop and oversee a strategic plan for kids brands including BBC’s Bluey and Moose’s plush phenom Magic Mixies and action figure brand Akedo Warriors. Based in Moose’s LA office, she reports to Ronnie Frankowski, the toyco’s chief commercial officer. 

Holmes replaces former VP of global licensing Menal McGrath, who started in her new role as SVP of global licensing for Jersey City-based toyco Dan Dee International in April. 

Holmes most recently worked at Wisconsin-based PlayMonster as global head of licensing. During her two-year tenure, she spearheaded the development of the toyco’s global licensing business and expanded its IPs into new product categories. Prior to that, she served in several executive licensing roles at Mattel from 2005 to 2020, where she oversaw entertainment partnerships and licensing for Barbie, Hot Wheels and Fisher-Price.