Petia Toncheva joins firm as it looks to drive brand extension in emerging markets.

Nickelodeon gets first ever Moscow-based licensing exec

Nickelodeon & Viacom Consumer Products has named Petia Toncheva as senior licensing manager for Russia and CIS.

Toncheva (pictured) will be based in Moscow and will report jointly to Elena Balmont, general manager, VIMN Russia & CIS and Dan Frugtniet, director, NVCP Russia, CEE and Israel.

She will manage and develop licensing programmes across the Nickelodeon, Comedy Central and MTV portfolios for Russia and CIS markets.

As part of her role, Toncheva will work directly with retailers and licensees, as well as with VIMN’s Russian licensing agent, Riki Group. She will also manage the agent on a day to day basis.

Toncheva joins NVCP from cosmetic brands and licensing firm Clever Company in Moscow, where she headed up the licensing direction of the business as marketing and licensing consultant.

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