Genius Brands continues to expand licensing division with new hire

Cindy Elfenbein has stepped into the role of vice president of global consumer products and retail development.
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Leading media company, Genius Brands has expanded its licensing and retail division with the appointment of Cindy to the newly formed position of vice president of global consumer products & retail development.

Elfenbein brings 25 years of experience in retail and sales promotions to the role across consumer products, licensing and retail. The announcement was made today by Genius Brands’ SVP of global consumer products, Lloyd Mintz, to whom she will directly report.

Elfenbein will work with retailers and licensees to build comprehensive global consumer product programs and retail initiatives for each of the company’s brands, specifically Rainbow Rangers, premiering in fall 2018 on Nick Jr, Llama Llama, currently available on Netflix, and the relaunch of the award-winning Baby Genius, as well as Thomas Edison’s Secret Lab, Secret Millionaires Club and others in development.

“Cindy has broad experience in the retail and licensing community, who has overseen dozens of high-profile retail sales programs across multiple channels of distribution. We’re excited to have her on board to help elevate our brands and develop them into long-term franchises,” said Lloyd Mintz. “With two major properties, Rainbow Rangers and Llama Llama, heading to market in late 2018–2019, “Cindy’s out-of-the box thinking will allow us to build sustainable partnerships, tap into new and emerging channels of distribution, and grow our business globally.

“I am thrilled to be collaborating with the team at Genius Brands on the expansion of their lP library into retail, and equally excited to be working again with Company’s CEO Andy Heyward,” added Elfenbein. “This is a tremendous opportunity to work with two of the most amazing and fresh properties to emerge in a long time that have all the makings of becoming break out hits.”

Elfenbein previously served as vice president, retail business development at ZAG, an award-winning global independent animation studio. Previously, she served as executive director of retail development at SANRIO and has also held senior management positions at Sony Pictures Entertainment, MGA Entertainment, DIC Entertainment and Warner Bros. Consumer Products. 

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