The hiring comes at a time of rapid expansion for BinWeevils. In addition to becoming the U.K.’s largest kid’s social network site this summer, its growing consumer products business already includes more than 20 U.K. partners. Master toy partner Character Options launched a BinWeevils toy range in October and Panini trading cards and Egmont books are performing well at retail.
In her new role, Akindele will lead BinWeevils’ communications strategy across trade and consumer media. She will focus on maximizing the site’s profile among kids ages 6 to 12 and growing brand awareness with parents.
Akindele joins BinWeevils from Turner Broadcasting where she was senior press officer for Cartoon Network, Boomerang, Cartoonito and CNToo.