Helen Genia (left) and Janice Lam

Moonbug expands licensing and merchandise team with two senior hires

Moonbug Entertainment has announced the appointment of Janice Lam and Helen Genia as Global Hardlines Directors, Consumer Products. Helen will be based in the UK while Janice will work from Moonbug’s New York office. Both roles report to Duncan Tate, Global Head of Hardlines, Consumer Products.

In her newly created role, Helen will be responsible for overseeing all regional and global EMEA based partners, as well as identifying and driving new opportunities. She will work across all Moonbug properties, including hit brands such as CoComelon, Blippi and Little Baby Bum.

Helen has extensive experience in the lifestyle, entertainment and toy sectors and has a broad spectrum of disciplines from licensing through to product development, brand and channel management, as well as extensive knowledge of European and global markets. Prior to Moonbug she worked for Mattel for eight years, most recently holding the position of Head of Licensing UK, Europe, Middle East & Russia and Hardlines EMEA, where she was responsible for the licensing business. Prior to Mattel, Helen was at Hasbro Europe for over 18 years, where she held a variety of roles across different business segments.

Helen says: “I am extremely excited to be joining such an innovative company at the forefront of the children’s entertainment sector. I am looking forward to working with the team and our partners in order to create high quality, innovative and relevant products that will allow children across the globe to interact with their favourite characters and expand their imagination.”

Janice Lam is responsible for managing global master toy and hardlines licensing partners, predominantly based out of North America, as well as identifying and driving new opportunities. She will work across all Moonbug properties, including CoComelon, Blippi and Little Baby Bum.

Prior to Moonbug, Janice was Vice President, Licensing, North America at eOne where she was integral in the strategic growth and expansion of global hit brands’ licensing business, across all toys, games and publishing. eOne was acquired by Hasbro in 2019. At Hasbro, Janice was appointed Senior Director, Licensing, and managed a team delivering year over year revenue growth across their softlines and collaborations portfolio.

Prior to her tenure at eOne and Hasbro, Janice held key licensing executive roles at the BBC, Zodiak and Chorion, with over 15 years’ licensing experience across global entertainment and lifestyle brands. Janice was a Women in Toys, Licensing and Entertainment 15th Annual Wonder Woman Awards finalist in the Licensing category.

Janice says: “Moonbug’s licensing and merchandise team is going from strength to strength and I am honoured to be joining the team at such a key time in their expansion. I am looking forward to working with our existing and future partners to create everlasting memories for our fans and bringing our much loved IPs to preschoolers and families across the globe through new and innovative product lines.”

“Both Helen and Janice have a wealth of relevant experience and expertise that I am confident will be invaluable for the growth of Moonbug’s Consumer Products business,” comments Duncan Tate. “Their roles will play a key part in our continued rapid expansion. I am very much looking forward to working with them both at such an exciting and important time in the Moonbug journey.”

For more information on Moonbug, visit www.moonbug.com.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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