As it prepares to bring all licensing activity for pre-school hit Fifi and the Flowertots in-house, Chapman Entertainment has created the new position of head of licensing.
The ambitious firm has hired Natasha Dyson, who previously notched up considerable experience within the commercial department of 19 Entertainment.
Here, she developed global licensing programmes for Claudia Schiffer, Brand Beckham, The David Beckham Academy, the Spice Girls and US TV show, So You Think You Can Dance.
Dyson's new role will include leading and developing the UK licensing programme for all company brands, as well as managing global product development, strategic planning and implementation, sales analysis and forecasting.
In addition, Chapman has also hired Emma Way in a part time capacity to work alongside the legal affairs manager, Katie Errington.
"Despite the current economic climate, Chapman Entertainment continues to do well and grow," said Andrew Hayden, commercial and finance director for the firm. "We are excited to introduce two new people to the team in the roles of head of licensing and legal affairs manager.
"Their experience will help Chapman Entertainment respond even better to the challenges ahead in these tough times."