Wow! Stuff appoints Lucy Wynn-Jones as head of Licensing

Lucy will help lead Wow! Stuff’s licensing strategy, supporting its continued growth in the UK while also identifying new international licensing opportunities.

Wow! Stuff has announced the appointment of Lucy Wynn-Jones as its new head of Licensing. This is a new role for the business as it looks forward to driving growth globally, while supporting the continued expansion of its Puppetronics portfolio.

An international licensing and brand management professional, Lucy brings more than 30 years of experience across the toys, children’s lifestyle products and beverage industries, with a strong track record of building successful, long-term licensing programmes across global markets.

Having begun her career in marketing, working on established brands including Tia Maria and Cockburn’s Port, Lucy moved into the toy and children’s lifestyle sector 26 years ago, initially joining Worlds Apart in a marketing role, and later transitioning into licensing. Following the acquisition of Worlds Apart by Moose Toys, Lucy went on to head up Licensing for EMEA, where she was responsible for developing and managing licensing strategies across multiple territories, working closely with international partners across a broad range of product categories.

In her new role as head of Licensing at Wow! Stuff, Lucy will lead the company’s licensing strategy, supporting its continued growth in the UK while also identifying new international licensing opportunities.

“I am delighted to join Wow! Stuff,” said Lucy. “I’ve been watching the company for a while and have always been drawn to its quirky, creative and innovative heritage; particularly the growth of the Puppetronics portfolio, which presents such amazing licensing opportunities. Joining the business at such a pivotal stage is hugely exciting, and I’m really looking forward to working with the team, and partners to build a licensing programme that supports Wow! Stuff’s ambitions globally.”

“As we continue to invest in the growth of our portfolio and expand our reach, licensing is becoming an increasingly important part of our strategy,” added Dawn Lavalette, managing director at Wow! Stuff. “Lucy brings extensive experience in building international licensing programmes, as well as a genuine passion for brands. She’s a brilliant fit for the business, and we’re absolutely delighted to welcome her on board.”

Published on: 8th January 2026 TOY WORLD