Sandra Vauthier-Cellier steps up at 4Kids

New MD named as UK and international teams combine forces to support 4Kids and 4Sight Solutions across EMEA.
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4Kids Entertainment International has promoted Sandra Vauthier-Cellier to the role of managing director - giving her oversight of all the activities of the combined UK and international teams.

This will cover sales, retail and promotions, marketing and acquisitions across the UK, Continental Europe and the Middle East and Africa. Vauthier-Cellier will continue to be based in the firm's UK office and will report to Roz Nowicki, EVP of marketing and licensing at 4Kids, based in New York.

In addition, Olivia Mellett becomes executive director of finance and operations. She will focus on all financial, legal and operational activity for the EMEA region, reporting to Peter Bloom, VP of finance at 4Kids in New York.

"Merging the UK and international teams into one will provide a great opportunity for us to expand our international business further," said Vauthier-Cellier. "Integrating these operations, which represent two of the fastest growing segments of our company, will enable 4Kids to respond more quickly to market changes and requirements and maximise all our international licensing opportunities."

Vauthier-Celier joined 4Kids in 2005, having previously launched the Mary Kate and Ashley brand across mainland Europe for the Beanstalk Group, as well as working in marketing and communications for the electronic division at French retailer, E Leclerc.

"I am very happy to take on this new role, where I am confident that I can continue to increase the success of the 4Kids business on a European, regional and local level," added Vauthier-Cellier. "Creating a single European team positions 4Kids to focus on licensee and retail relationships in these key territories to build our mutual businesses.

"This realignment gives us the flexibility to respond quickly as market conditions warrant, as well as to identify innovative opportunities for our partners in the licensing world."

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