Melanie Beer has taken on the role of licensing director at V&S Entertainment.
Beer (pictured) joins the firm from Hallmark Cards, while she has also previously held positions at HarperCollins, Disney XD, Warner Bros and BBC Worldwide.
She will now be responsible for the global licensing and consumer product roll out strategy for Everything's Rosie. She will also be resposible for liasing with broadcasters.
"We're delighted to welcome Mel to our team," said V&S Entertainment's Vickie Corner. "I have known Mel for several years and she has always been extremely enthusiastic about the Rosie brand. Her considerable knowledge and experience will be invaluable to V&S as we continue to build on the rising success of Everything's Rosie."
Beer added: "It's such an exciting time to be joining V&S Entertainment. Everything's Rosie has all the ingredients of a global property for young children and the series is proving to be a huge hit around the world.
"I can't wait to work with Vickie and the team as together we continue to fulfil our vision for the brand in the international licensing and broadcast market."
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.