Entertainment One will begin its Peppa Pig merchandise launch in the US this August, with a new VP of licensing on board to handle the roll out.
Joan Grasso (pictured) will spearhead the launch, implementing an integrated marketing programme to support the brand's debut at retail.
She will be working closely with existing Peppa Pig partners - such as Fisher-Price - as well as seeking new licensees to drive the brand's North American programme.
Grasso joins the company from Chorion Silver Lining, where she held the role of VP of toys and games licensing. She has also held positions at American Greetings, Nickelodeon and Fisher-Price.
"Joan's unparalleled experience in licensing and brand management will be crucial to the business," said Andrew Carley, head of global licensing at Entertainment One. "She has the contacts and knowledge to make Peppa Pig a resounding success in North America and we're delighted to have her on board."