Hasbro has appointed Mike Riley as VP, entertainment marketing.
Riley will collaborate with the brand teams to explore entertainment vehicles for Hasbro's portfolio of brands as well as maximising the distribution of the firm's extensive library of content.
Riley joins Hasbro from Bandai America, where he was VP, strategic marketing. He has over 20 years of international and domestic markting experience in the consumer products and entertainmnet industries.
Lisa Licht, Hasbro's general manager of entertainment and licensing, said: "We are working with many of the entertainment industry's top leaders, including Universal Pictures, DreamWorks Pictures, Paramount Pictures and Debmar-Mercury, to bring Hasbro's beloved brands to consumers in new and immersive ways. Mr Riley will play a key role in driving the expansion of our entertainment marketing efforts beyond film and creating immersive experinces that maximise opportunities for our brands."