Wow! Stuff welcomes Tracy Griffiths and strengthens sales leadership

Tracy will head up sales in the UK, while Sunny Walia is promoted to SVP Sales, North America and Graham Gardiner will lead sales across EMEA, APAC and LATAM, alongside global sales.

Tracy joins the multi award-winning toy innovation company bringing over 20 years’ experience across the licensing, retail and toy industries. With a proven track record in driving commercial growth, building brands, and forging strategic partnerships across international markets, she adds valuable expertise to Wow! Stuff’s next phase of expansion.

Her career spans the full brand lifecycle, from buying and licensing through to execution at retail, giving her a uniquely rounded commercial perspective. Most recently a Licensing Consultant, Tracy has worked with IP owners, agents and licensees to deliver tailored strategies for sustained brand growth. Prior to this, as Head of Licensing at Golden Bear Products, she led licensing strategy and managed key global relationships.

Earlier roles at Fremantle Media and Hit Entertainment (Mattel) saw Tracy lead multi-territory licensing strategies across EMEA and Australia, building high-performing teams and driving collaborative partnerships. She began her career in buying at Woolworths and Mothercare.

“I’m incredibly excited to be joining Wow! Stuff at such a period of growth for the business,” said Tracy. “The company has built a reputation for true innovation, creating new categories and adding the wow factor with groundbreaking new product. I’m looking forward to strengthening retail partnerships and helping drive the next phase of growth.”

The appointment is in conjunction with a strengthening of global sales across Wow! Stuff, designed to provide all partners with enhanced support as global demand for Wow! innovation accelerates.

Sunny Walia has been promoted to SVP Sales, North America, as a direct result of her leadership in driving substantial sales growth across the territory, while Graham Gardiner will lead sales across EMEA, APAC and LATAM, alongside global sales operations.

Dawn Lavalette, Managing Director at Wow! Stuff, commented: “We are seeing strong, targeted growth across global markets, and evolving our sales structure is key to sustaining that momentum. With senior leaders like Sunny, Graham and now Tracy in place, we have the strength, experience and ambition to scale further across all major territories.

“We’re delighted to welcome Tracy to the team. Her commercial focus, strategic insight and deep industry experience make her a fantastic addition as we continue to expand globally, and we’d like to congratulate Sunny on her promotion.”

Published on: 1st April 2026 TOY WORLD