BBC Worldwide has hired popular industry figure Clare Piggott to the role of head of merchandising for its UK business.
Piggott (pictured) will be responsible for managing the licensing strategy and developing relationships with key licensees to achieve revenue and profitability targets.
She will report to Brian Hill, sales director at BBC Worldwide UK.
Piggott joins the firm from The Promotions Factory, where she was general manager, retail promotions. She has previously held senior roles at Nickeleodeon and Mattel, working on brands such as Dora the Explorer, South Park, Spongebob Squarepants, Barbie and Hot Wheels.
"With Clare's background and experience in licensing and merchandising, she will be a major asset to our business," said Hill. "Her arrival comes at a crucial time when BBC Worldwide is focus upon developing and driving its future strategy."
Piggott added: "I'm thrilled to be joining the BBC at such an important time. I'm also looking forward to meeting with licensees and retailers in Vegas at Licensing Expo this week. It's inspiring to have the opportunity to work on premium brands that engage and delight audiences across the world."
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