Bandai America Inc. recently appointed Tor Sirset to be the head of a new group within the company with the goal of expanding its product lines’ appeal to girls and preschoolers. The success of girls' lines from other companies and sluggish overall toy sales in 2008 (see “U.S. Toy sales Down 3% in 2008”) were likely factors in Bandai’s expansion plans.
With products like Power Rangers, Ben 10, Alien Force, and Kamen Rider, Bandai is a major player in the marketplace for toys aimed at preteen boys, but Executive Vice President of Toys Mark Schaffner hopes Sirset can lead Bandai into new markets. “Tor has the right experience to help us create fully integrated programs that will drive all our brands forward and expand our market leadership in the
Tor Sirset came to Bandai in April from Playmates, where he served as vice president of marketing and design for the company’s girls and youth electronics properties. His toy-industry resume goes back to 1993 and includes stints with Disguise Inc., LeapFrog, and Mattel.
