Director, Hardlines, North America

JOB DETAILS

BBC Studios - Consumer Products 

Location: Los Angeles Office (Hybrid) 

WE ARE BBC STUDIOS

A globally renowned media company borne of the BBC. We make and distribute the world’s most sought-after TV, audio, and digital content. At Digital News & Streaming, our ambition is to entertain, educate, and inspire through world-class journalism in all forms. Our reporting takes you across the world and then provides the tools to live a more informed and fulfilled life.

BRANDS AND LICENSING

Brands & Licensing is responsible for developing and deepening fan engagement to commercialize our IP content. This includes exploring digital growth opportunities for the business, looking at innovative licensing models and driving value from BBC Studios' world-famous brands such as Bluey, Doctor Who, Top Gear, Strictly Come Dancing/Dancing with the Stars and BBC Earth. 

We run global businesses from live events to merchandise through to music and magazine publishing. We are right at the heart of helping BBC Studios identify opportunities for growth and future-proof its success through scaling digital business models such as social media monetization and gaming through our new business division to identify the business models of the future.

On top of that we are the center of global data and do world class marketing to ensure BBC Studios brands generate fame globally. Welcome to Brands & Licensing!

Job Purpose: 

Lead the Bluey North America Toys licensing business, driving category strategy, licensee management, retail execution, and growth across the toy portfolio. Partner with the Senior Director, Hardlines to support the overall Hardlines strategy and collaborate across key ancillary categories including toy, plush, seasonal, party, stationery, arts & crafts, social expressions, and pet.

This role will drive category strategy, licensee management, and retail alignment to maximize revenue and brand impact across US and Canadian markets. The Director will develop and execute best-in-class licensing partnerships, ensuring product innovation, retail success, and strong brand representation at shelf and online.

KEY RESPONSIBILITIES

• Own and develop the Hardlines (Toys) licensing strategy across North America, including ancillary toys, plush, seasonal, party, stationery, arts & crafts, social expressions, and pet.
• Create and execute annual category plans aligned with global franchise priorities and long-term (3–5 year) growth targets.
• Identify, negotiate, and manage best-in-class licensees, ensuring strong product development pipelines and retail execution.
• Partner with retail strategy, sales, and marketing teams to align product assortments with key retail accounts across mass, specialty, ecommerce, and value channels.
• Drive innovation within the toy and adjacent hardlines categories, ensuring products reflect consumer trends, brand positioning, and storytelling.
• Collaborate cross-functionally with regional/global brand, creative, and retail teams to ensure consistency and quality of licensed products.
• Analyze category performance and market trends, providing data-driven insights to optimize product mix, pricing, and placement.
• Lead line reviews, product approvals, and commercialization processes with licensees and internal stakeholders.
• Maintain frequent in-person engagement with Los Angeles–based partners, including licensees, creative stakeholders, to drive alignment on product development, approvals, and franchise priorities.
• Support go-to-market strategies tied to key content launches and franchise moments.
• Manage forecasts, budgets, and revenue targets for the Hardlines portfolio.

KNOWLEDGE, SKILLS, TRAINING AND EXPERIENCE

Professional Experience Required:

• 7+ years of experience in toys, games, plush or seasonal categories.
• Proven track record managing toy and adjacent categories (plush, seasonal, etc.) within licensed IP environments.
• Experience negotiating and managing licensee partnerships and driving product from concept to retail.
• Strong understanding of North America retail landscapes, including mass, ecommerce, specialty, and value channels.
• Established relationships with licensees preferred
• Experience working with major entertainment or media brands highly desirable.

Knowledge & Skills:

• Strong understanding of toy industry dynamics and consumer trends.
• Excellent negotiation, relationship-building, and communication skills.
• Strategic thinker with strong commercial and analytical capabilities.
• Ability to manage multiple product categories and timelines simultaneously.
• Collaborative, proactive, and solutions-oriented team player.
• Proficiency in Microsoft Office (Excel, PowerPoint, Outlook, Word).
• Strong attention to detail and organizational skills.

BENEFITS & PERKS

• 100% Employer-Paid Medical and Dental Insurance (PPO plans)
• Generous Paid Time Off
• Flexible, Hybrid Working Arrangements
• Work/life balance
• Free Retirement Consulting to All Employees
• Pet Insurance
• Commuter Benefits
• Gym Reimbursement

COMPENSATION

The anticipated annual base salary for this position is $155,000 to $165,000. This range does not include bonus compensation or other benefits that an individual may be eligible for. The actual base salary offered depends on the qualifications of the individual applicant for the position, years of relevant experience, specific and unique skills, level of education attained, certifications or other professional licenses held, and geographic location of the position.