Licensing veteran Anne Bradford has been promoted to the position of Commercial Director at Poetic Brands, after building out the company’s children’s and baby wear division.
Bradford joined the company in September of 2019 with a brief to build out the new division, and saw notable success over the ensuing 18 months, despite the challenges brought on by the pandemic.
By the end of 2020 Poetic Brands had signed on several licensing partners, including The Baby Club, Brambly Hedge, Gigantosaurus, the Early Learning Centre, and Tiny Tatty Teddy. This year, in the first two months of 2021, Poetic expanded its kids and baby portfolio with a deal for three of Moonbug Entertainment’s brands, those being CoComelon, Blippi, and Morphle.
Poetic says Bradford will continue to lead that division, but will also take on additional responsibilities as Commercial Director.
“Given the retail landscape over the past 12 months it’s been quite a challenge (understatement) to get to where we are, but as always great things can’t be achieved without a great team in place to do this,” said Bradford. “I have received a huge amount of support from everyone at Poetic Brands since day one and they really are an incredible team.”
Bradford formerly worked with Blues Clothing and TVM Fashion Lab before joining the Poetic Brands team.