Former Classic Media exec arrives at the firm as licensing brand manager.
Hallmark has strengthened its licensing team, welcoming Emma Parrott as brand manager.
Parrott (pictured) will report to group licensing director Mel Beer and is responsible for managing licensor relationships across category and retail teams.
She has also been charged with building the Emily Button brand beyond M&S, coordinating all in-house and third party product, marketing, retail and new media activities.
Parrott joins Hallmark from Classic Media where she worked on brands including Postman Pat and Where's Wally?, as well as launching pre-school property Tinga Tinga Tales. Prior to Classic Media, she worked at Universal Music, where she licensed in brands to drive sales of music CDs.
"Emma's appointment demonstrates Hallmark's on-going commitment to licensing - both in and out - and I'm really excited to have someone of her calibre on board."
Parrott added: "Emily Button is off to a fantastic start and joins an impressive portfolio of brands. I look forward to building on the success of Emily Button and the third party brands we licence in. I'm really thrilled to be joining the team at such an exciting time."