I am a Toy Expert Consultant and Director of my business ‘Be Inspired Consulting Ltd’.

I have 35 years experience in the UK Toy industry and commercial retail; with senior posts at 4 major retail giants and a consultant to major global companies such as Disney and the BBC.

My many clients range from SME’s to industry super-brand Lego and other blue-chip leading companies.

With my unrivalled level of knowledge on the UK toy industry and all matters involved in retail trading, I impact at board level, delivering strategies and highly successful ranges for major UK retailers, brands and licensors.

Having worked on both sides of the retailer/supplier fence, I know well how to navigate through the many complexities faced in manufacturing, importing and retailing.

For retailer clients, I create and implement toy category buying plans to meet their strategic objectives and deliver highly successful branded, own label and licensed ranges in order to grow sales, profitability and market share.

To assist toy inventors and supplier clients, I assess the commercial viability of toy concepts and for those worth progressing, manage the development from conception to launch.

For clients wishing to diversify into new toy categories, I share my knowledge of the opportunities and challenges of each respective category to determine if such transitions are right for their business.

I have spearheaded the re-design of the content and packaging of many well known toys and brands which were previously successful years ago. This re-design revitalised their consumer appeal and when relaunched with new marketing campaigns, went on to deliver multimillion pound sales.

Working with licensor clients, I help maximise toy sales and royalties through recommending the best suppliers and manufacturers with whom to partner from a product and reliability of supply perspective. I also consult on how licensors, licensees and retailers can best achieve strong and mutually beneficial trading relationships.

Career highlights include:

• As Senior Buying Manager of Home Retail Group (Argos), toys became Argos’ second highest earning category and Argos became the UK’s largest retailer of toys.
• In 2015, invited by Licensing International Merchandisers Association (LIMA) as 1 of 4 panellists speaking at the House of Commons on ‘UK Retail and the Future of Licensing’
• Received a ‘Special Recognition Award’ by the Retailers Association for work assisting entrepreneurs.
• Previously a monthly full-page columnist for ‘Toys n’ Playthings ‘ magazine, one of two UK trade press publications.
• Co-wrote chapters in ‘Secrets Of Success in Brand Licensing’
• Regular speaker and panelist at various Toy Industry Media trained also.

Work with Dragons Den

I have frequently worked with the BBC’s Dragons Den team, assisting entrepreneurs with getting their products to market, driving retail sales and creating their investment pitch to the Dragons. I have provided lecturing and coaching on Business and Entrepreneurship at Dragons Den’ Peter Jones Enterprise Academy (PJEA).

For my services and work with Peter Jones and Theo Paphitis from the BBC’s Dragons Den, see www.beinspiredconsulting.net

Work as an Expert Witness

I hold the Cardiff University Bond Solon (CUBS) Civil Expert Certificate

I have worked as an Expert Witness on 2 cases; both went to trial at the High Court. The first in 2011 and second in October 2024.

The most recent case was a 4 year £100m dispute between 2 toy companies. For this case, I produced 6 single expert reports (the first being 120 pages), 5 supplemental reports and 5 Joint expert reports.