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Hornby has hired a video games industry hotshot to pave the way for a first-time move into the US.
Simon Jeffery, who was president of Star Wars maker LucasFilm's video games division until October, has been appointed to the new position of marketing director. Jeffery oversaw the launch of video games such as Knights of the Old Republic and Rogue Squadron III. His remit is to drive Hornby's expansion into Italy and France, and plan a route into what he called the "massive US market".
Mr Jeffrey will take responsibility for distribution and development of new Hornby products and be a "key member" of the team implementing international expansion plans signalled in recent continental takeover deals.
Hornby has in recent years tried to embrace new technologies, most prominently with an on-line Scalextric racing game, which chief executive Frank Martin described as "a considerable success".
With Jeffrey having led the production of leading titles including Knights of the Old Republic and Rogue Squadron III, Martin said the experience would be invaluable not only in Europe but also to help see through Hornby's eventual expansion into the US. "We are already the brand leader in the UK, France and Spain," he said.
"We have an extremely strong presence in Germany and Italy, but it is the US which holds the biggest opportunities for us and that requires the expertise which Jeffery undoubtedly brings with him."


Simon Jeffery, who was president of Star Wars maker LucasFilm's video games division until October, has been appointed to the new position of marketing director. Jeffery oversaw the launch of video games such as Knights of the Old Republic and Rogue Squadron III. His remit is to drive Hornby's expansion into Italy and France, and plan a route into what he called the "massive US market".
Mr Jeffrey will take responsibility for distribution and development of new Hornby products and be a "key member" of the team implementing international expansion plans signalled in recent continental takeover deals.
Hornby has in recent years tried to embrace new technologies, most prominently with an on-line Scalextric racing game, which chief executive Frank Martin described as "a considerable success".
With Jeffrey having led the production of leading titles including Knights of the Old Republic and Rogue Squadron III, Martin said the experience would be invaluable not only in Europe but also to help see through Hornby's eventual expansion into the US. "We are already the brand leader in the UK, France and Spain," he said.
"We have an extremely strong presence in Germany and Italy, but it is the US which holds the biggest opportunities for us and that requires the expertise which Jeffery undoubtedly brings with him."