eOne primes for year of big growth in China with slew of new appointments

Entertainment One has detailed a slew of new hires at its recently launched Shanghai office as it strengthens its global infrastructure.

The move is part of eOne’s continued plans to extend the reach of its growing portfolio of successful pre-school properties across China.

Two new leadership positions have been appointed to the Shanghai office, effective January 2, 2019. They will work alongside the existing Shanghai-based brand protection team and existing locally appointed agents. 

Both will have a dedicated focus on the expansion and rollout of eOne’s preschool animated properties Peppa Pig, PJ Masks, Ben & Holly’s Little Kingdom and the soon to launch property, Ricky Zoom, in China.

Heading up the consumer products team, Pengchong XU has been appointed as Vice President – China, Licensing, Family & Brands. 

In his new role, XU will lead the commercial team tasked with driving merchandise sales across eOne’s growing brand portfolio. He will manage relationships across all key licensing and retail accounts that will spearhead eOne’s growth strategy, in addition to overseeing a network of licensing agents across the region. 

XU brings extensive experience of IP franchise building that spans over 20 years working across licensing, product marketing and category management at Walt Disney, Philips and Siemens, and joins eOne from Pearl Studio (formally Oriental Dreamworks) where he was General Manager of Ancillary Business.

Meanwhile, Frida Zhang joins as Vice President – China, Marketing, Family & Brands. 

A highly experienced brand marketer with 20 years of experience who has held positions at Mattel, SC Johnson, L’Oreal and Coca-Cola, Zhang has expertise across brand management, marketing communication, commercial strategy, and franchise building. 

Zhang will head up brand marketing including the strategic development, management, and growth of Shanghai-based marketing business, oversee consumer marketing strategies and communication programs, and local creative asset direction across all eOne’s Family & Brands franchises in China.

eOne also announced that Iwen Lee will join the Shanghai team based in the role of Manager – China, Product Development, Family & Brands. With both softlines and hardlines experience across Family brands, Lee will oversee the approvals of licensed products for the market. He reports to XU.

“We’re in the midst of a significant period of growth here at eOne, and our family brands have performed exceedingly well in the past 12 months,” said eOne’s Olivier Dumont, President, Family & Brands. 

“I’m very proud that we’re strengthening our presence in China by making strategic new hires that will bring invaluable expertise and leadership to drive growth and market penetration in this key territory. 

"The teams based on the ground in our Hong Kong and Shanghai offices will help underpin the success of our brands and build an infrastructure to support their continued growth for many years to come.”

eOne’s Family & Brands division recently reported revenue growth of 29 per cent in the previous six months with its pre-school property Peppa Pig demonstrating strong sales in new markets. 

Entertainment One now has offices in both Shanghai and Hong Kong and the licensor is preparing for a busy year ahead for the brand in China in 2019. 

There is significant activity planned to mark the Chinese New Year celebrations for The Year of the Pig in February 2019 which will be anchored by the first Peppa Pig theatrical release in Chinese cinemas in partnership with Alibaba and an exclusive merchandise launch of related products. 

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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