Zwiers joined the toy industry in 1990 with Mattel, where she served in such senior positions as SVP of worldwide marketing – Barbie, and GM of the toyco’s Girls Division. She also gained brand-building experience from her tenure at Procter & Gamble.
In her most recent role with California-based Funosophy, Zwiers spent 16 years helping more than 200 clients, from industry leaders to startups, build and expand their brands. She has also been a strategic partner and facilitator for a number of industry executives, leading to the development of many franchises. Additionally, her extensive research on kids and play has translated to licensing success.
Zwiers has been a consultant to Spin Master since 2002. Last month, fresh off promoting Laura Clunie to VP of entertainment, Spin Master mined some of its in-house talent to fill senior executive roles within its entertainment division.