Blackwood-based Bon Bon Buddies, Europe’s premier manufacturer of character and branded confectionery, has appointed a former Lego executive as the new UK and international sales director and board member to drive its continued business growth.

Gareth Boldsworth will take charge of the Welsh confectioner’s UK and international sales teams, working to strengthen the company’s growth across its home and overseas markets.

He will also play a vital role in shaping the future of the business in his seat on the Bon Bon Buddies Board.

As the UK and international sales director, Mr Boldsworth will use his sales and marketing experience from previous roles to cultivate business across the company’s territories.

He will be responsible for building on the company’s success by growing trade figures across its eight European sales facilities and carving out its sales identity.

Mr Boldsworth said: “I’m excited to take on the responsibility of overseeing our UK and international sales teams. I’m eager to build on the success of our highly-talented teams, whose ‘family’ attitude towards work means they are well-equipped to excel over the current financial year and beyond.

“One of the biggest challenges for any sales team is to choose the right opportunities to prioritise in pursuit of the best results – I’m going to help Bon Bon Buddies to find its sales ‘sweet spot’ by working with colleagues to increase synergy across the business. By co-ordinating the work of the company’s different regions, and teams, I’m positive that we will experience even more brilliant results and future growth.”

Before joining Bon Bon Buddies, Mr Boldsworth worked at Lego Education, part of the Lego Group, for seven years in senior marketing and sales roles. Having worked in both the Lego Education Europe leadership team and the European sales team, he has a diverse and internationally-minded skillset which he will draw upon in his new position.

During his time at Lego Education, Mr Boldsworth delivered his division’s strategy across all European markets, as well as the consumer strategy in both the UK and Germany.

He was also part of the Global Sales Leadership that formed a key part of delivering on Lego Education’s strategic sales approach and global growth ambitions.

Justin Thomas, managing director at Bon Bon Buddies, said: “I’m confident that, under Gareth’s guidance, our sales will go from strength to strength. Gareth is incredibly driven and has a fantastic knowledge of children’s brands - exactly what we were looking for when recruiting for this role.

“I am also pleased to welcome Gareth to the company’s board. No doubt his people skills, motivation, and vision for the business’s future will prove invaluable to the business.”