Richards was previously creative director for global brands at Mattel.
Paul Richards, former creative director for global brands at Mattel, has joined Blue Kangaroo as the team’s director of creative strategy.
Richards is responsible for working with creative agency Blue Kangaroo’s existing client base as well as growing the portfolio, strengthening the agency’s offering for consultative creative and brand development and working strategically with clients at board level.
“Blue Kangaroo is a big name in the brand licensing industry, producing stand-out work for its clients in the UK and the US," said Richards.
"I’m delighted to join such a talented team, to help build on the agency’s strengths, and further its offering in strategic creative and brand development.
“I champion the idea that creative design, when used strategically, can work to solve brand challenges while being a driver of growth for companies and their clients. I’m looking forward to being part of the Blue Kangaroo team where together, we can reimagine the possibility of the brand for existing and new clients alike.
“Over the past few years, I’ve come to know Blue Kangaroo and the quality of its work, through being one of my major competitors while heading up Red Central, to being one of my key suppliers while at Mattel. The services the agency offers are industry-leading and I’m pleased to have this opportunity to lend my knowledge of the industry from both an agency and client-side point of view, to further develop the skills of the team and our offering, working collaboratively with our customers to ultimately benefit their bottom line.”
Jason Knights, managing director of Blue Kangaroo, added: “To have Paul join the team at Blue Kangaroo is most certainly a defining moment in the agency’s journey. Having being in the character brand licensing industry for over 10 years now, we’re well established and respected for what we do and how we help our clients.
“With Paul on board, we’re going from strength-to-strength and the future is certainly looking very bright for Blue Kangaroo; he’s a huge talent in the industry having created the brand identity for some of the biggest household names. As well as being charged with developing our relationship further with Mattel, Paul will be instrumental in growing our strategic brand consulting services, working with clients to look at the bigger picture, defining brand strategies that are driven by design, and taking creative ideas from concept to shelf.”
Blue Kangaroo is a creative design agency based in the North East of England. With a team of designers, creatives and illustrators, the agency works extensively with big-name brands in the UK such as Entertainment One, Warner Bos and BBC Worldwide.