Monika Salazar has stepped in to the role and will focus on developing the firm's global licensing portfolio.

Pokémon Co. hires former Hasbro exec as director of licensing

The Pokémon Company International is bolstering its global licensing portfolio this year with the appointment of a new director of licensing.

Monika Salazar has taken up the role and will now be responsible for curating a licensing programme to continue to develop deals for Pokémon across the Americas, Australia and New Zealand.

Salazar will also support the company’s development and management of its burgeoning licensing programme, including planning, business development, sales and marketing.

Salazar brings with her over 15 years of management experience in lifestyle licensing, marketing and product development and has most recently held the position of director of global integrated marketing at Hasbro.

Here, she managed seven of the company’s priority brands, such as My Little Pony and Transformers.

Prior to her tenure at Hasbro, Salazar worked at MTV Networks, Nickelodeon, developing creative strategies for more than 10 brands, including SpongeBob Square Pants and Dora the Explorer.

“The Pokémon brand has an incredibly enthusiastic and passionate global fan base,” said Salazar. “ I look forward to creating new and innovative ways for fans to share their love for Pokémon.”

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