Original maker of UK coins The Royal Mint has made an appointment to a newly-created role aimed at strengthening collector engagement.
Tim Mulhall has been appointed head of fandom, dealing with fan communities across film, television, gaming, music and sport.
The role reflects The Royal Mint’s growing focus on working with globally recognised brands and franchises to create collectables that resonate with dedicated fan audiences.
It extends its reach beyond traditional coin collecting into wider popular culture.
Mulhall will be responsible for developing strategies to engage these fandoms directly, working closely with licencing partners and fan communities. He brings 25 years’ experience in developing collectables and delivering appealing products for retailers and fans.
Tim Mulhall said: “Fandoms are built on passion, loyalty and an incredible attention to detail, and that’s exactly what we bring to every product we create.
“My role is about making sure we understand what matters most to these communities and that when we bring a much-loved story, character or moment to life, we do it in a way that fans feel genuinely proud to own. I’m looking forward to working with our partners and fan communities to make that happen and expanding our offering to broader collectables.”
Nicola Mitchell, chief commercial officer at The Royal Mint, said: “Fandom audiences are some of the most engaged and passionate communities out there, and we want The Royal Mint to be a natural part of how they celebrate the stories and franchises they love.
“This new role will help us build deeper, more meaningful connections with these audiences, ensuring our products continue to resonate far beyond traditional collecting circles. We’re delighted to welcome Tim to lead this work.”
In recent years, The Royal Mint has produced commemorative coins in partnership with a range of globally recognised franchises and cultural moments, including Warner Bros., Disney, Hasbro and Aardman.
Mulhall’s role is effective immediately.
