ITV Studios Global Entertainment has appointed Trudi Hayward as its new senior vice president, global head of merchandise.
Reporting to Jean-Philippe Randisi, EVP and director of consumer products, Hayward will lead the division’s merchandise strategy. She has previously worked for ITV Studios Global Entertainment as a consultant, and begins in her new position immediately.
“Trudi is one of the most experienced merchandise experts in the industry; her depth of knowledge and success with properties such as SpongeBob Square Pants, Dora the Explorer, Star Wars and MTV Brand position her perfectly to lead this crucial area of the business,” said Jean-Philippe Randisi. “We remain committed to growing the business in order to reap maximum value from our existing and future intellectual property; both in the UK and internationally.”
Hayward added: "I am thrilled to be joining Jean-Philippe and his team. ITV Studios Global Entertainment's portfolio offers a wealth of opportunities, and I look forward to exploiting these further across the globe."
Hayward was formerly VP at Nickelodeon Consumer Products, a division of MTV Networks International, where she worked on high profile properties in the UK and Australia. Prior to joining MTV Networks International, Trudi was the head of licensing and merchandising at Entertainment Rights (now Classic Media). She has also held roles at CPLG, Beanstalk Europe, Chiltern Radio and Express newspapers.