Andrew Welch joins Craft Buddy in newly created head of marketing role – ToyNews

The experienced toy industry personality, Andrew Welch, has joined the Craft Buddy team as its new head of marketing, a newly created position at the firm as it looks to develop its arts and crafts offering further.

Welch brings with him more than 16 years of industry experience spent in a variety of roles, including a number of marketing and product development positions across key players in the toy space.

Welch will bring a broad skill set to the role at Craft Buddy, ones garnered from his five years at Bandai as senior product manager where he looked after the marketing activity for Power Rangers and Ben 10, and his six years with Creative Toys Company, marketing the SoccerStarz brand and collectible mini figure range, TEAM Rudolph.

With experience in R&D gained at Vivid, Flair and most recently at John Adams, his expertise in both developing products and marketing established licensed ranges to consumers lends itself well to his new role.

“I am joining Craft Buddy in a period of exponential growth for the company,” said Welch. “There is a huge demand out there for our products which is reflected in the range of listings we have secured. With new licenses coming on board on the back of the success we have seen across our Disney lines, this is an exciting time for the business.

“I look forward to working with the Craft Buddy team to launch new ranges to market and further develop our extensive Arts & Crafts offering.”

Gary Wadhwani, co-director of Craft Buddy, said: “Andrews’ experience across a variety of roles within the toy industry makes him a perfect addition to our growing team. His track record of developing impactful marketing campaigns and working direct with both retailers and distribution partners brings an added dimension to our business.

“We look forward to bringing new ranges and licenses to market later this year and beyond.”

To get in touch with Andrew, Gary and the Craft Buddy team, please email and

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