Discovery Enterprises hires new licensing director

George Sonoda to head up licensing in Latin America for Discovery Channel parent company.
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Discovery Enterprises International has appointed a new regional licensing director for Latin America.

George Sonoda will lead a team based in Sao Paulo, Brazil, comprising of Marco Guzmán and Giannina Vergara. The former is licensing manager for Mexico, Caribbean and Central America, while Vergara is licensing manager for South America.

Sonoda has previously held positions at Warner Bros Consumer Products, Twentieth Century Fox Theatrical and more recently Hasbro, where he set up the toy giant’s licensing division in Brazil.

In his new role Sonoda will direct the sales development, marketing and distribution of consumer product lines across all discovery brands in Latin America, including Discovery Channel’s Explore Your World and Animal Planet.

He will also head up licensed merchandise and events for Doki, the mascot for the Discovery Kids Channel in Latin America.

Discovery Enterprises International senior VP Nicolas Bonard said: “George is a highly experienced brand strategist with a proven track record of developing licensed brands and creating commercial successes. 

“We’re excited to welcome him to the fold and I'm confident that the new team, under George’s direction, will help us to achieve our ambition of allowing consumers to touch and feel the Discovery brands.”

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