Playtime PR names Ceriann Smith as Managing Director

Ceriann Smith is stepping into the role of Managing Director at Playtime PR, further elevating the leadership role she has been playing at the heart of the agency since 2016.

Most recently, Ceriann held the role of Director of Strategy & Creative at Playtime, where she was instrumental in guiding the agency’s strategic evolution, driving creative innovation, shaping its values-led culture and playing a pivotal role in achieving B Corp certification.

In her new role as Managing Director, Ceriann will lead on client delivery, team development, and the continued evolution of Playtime’s services. She will work closely with Lesley to co-steer the agency’s direction and uphold the high standards of creativity, ethics and effectiveness that underpin its work.

Playtime Founder Lesley Singleton’s focus remains on the business’s operations, finance, resourcing, HR, systems, legal oversight and strategic planning. She will continue being actively involved in senior counsel, innovation, risk management and maintaining the agency’s presence, relationships and partnerships across the industry.

“Ceriann and I are already true partners in play across all aspects of the agency,” said Lesley.

“This role reflects the step up she’s taken and the impact she makes every single day. She’s a brilliant thinker, a natural leader, and someone who balances sharp strategy with genuine care for our team, our clients and the work itself. I’m so proud to see her move into this new role and I know she will bring even more of her generous heart and humanity to it. Together we’ll maintain hands-on roles, with distinct remits that reflect our strengths and vision for the business.”

Ceriann added: “Playtime has always been a special agency to be part of: values-led, creatively ambitious and full of brilliant people who are given ultimate flexibility and balance to bring their very best to the table. I’m excited to step into this role and continue building on everything we’ve created so far. Lesley and I have a strong, collaborative partnership and a shared vision. I’m looking forward to what’s next.”

Playtime PR specialises in toys, games and play, working with a wide range of leading brands on impactful, sales-driving campaigns and activations across the UK.

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Joan Anderson – now known to be instrumental in developing the Hula Hoop – has died. She was 101

Referred to as the “unsung heroine of the hula hoop”, Joan Anderson has died.

MicroMacro series re-launches in UK with new box art

“To bring these amazing deduction games to UK stores is an achievement our whole team is incredibly proud of,” said Corina Cretu, Head of Marketing at Hachette Boardgames UK.

Hasbro names Jasnor as master toy distribitor for Peppa Pig in Australia and New Zealand

“At Jasnor, we’re passionate about building strong brand partnerships, and we look forward to working closely with Merchantwise and our retail partners to deliver innovative new products to Peppa fans across Australia and New Zealand,” said James Thurlow, CEO at Jasnor.

Skybound Entertainment teams with Keepsake for Invincible trading card collection

“Invincible has reshaped the superhero genre, and this collection brings the same level of boldness, depth, and visual intensity that fans expect,” said Garima Sharma, VP Licensing and Partnerships at Skybound.

Cubios Inc teams with Spin Master for Rubik’s WOWCube gaming platform

“This iteration not only implements all our learnings but is also now officially part of the iconic Rubik’s family,” said Max Filin, Co-Founder and CEO of Cubios Inc.

London Toy Fair 2026 enjoys strong sales momentum

“We are delighted to once again see such strong interest in Toy Fair from returning and new exhibitors alike,” said Majen Immink, Head of Toy Fair at the BTHA.