Sony Pictures establishes Chinese licensing arm

Sony Pictures has announced for the first time ever, the firm is to open a Chinese consumer products division based in Shanghai.

Sabrina Gu will lead direct deals in this region as director of consumer products working to further Sony Pictures Entertainment’s ongoing global reorientation, and commitment to bolster its presence in international territories.

Gu will continue to dual-report to Joseph Liao, Chief Marketing Officer Beijing, and Jamie Stevens, EVP Worldwide Consumer Products. Gu will expand SPE’s licensing opportunities in China and lead relationships with business partners in the territory.

“Now more than ever there is a world of opportunity in China for consumer products, which Gu will help to realize,” said Jamie Stevens, EVP worldwide consumer products. “From a box-office standpoint and an ancillary business perspective, China has become increasingly important to the growth and long-term vision of our intellectual property, and in managing a brand’s lifecycle. As Sony Pictures broadens the global appeal of its film and television properties in a substantial way, our new China-based licensing office will support that growth.”

Gu has been in the licensing industry for nearly 15 years. She was at the forefront of the licensing business’ emergence in China when she started at Disney in 2004. In addition to her time at Disney (2004 – 2013), she was at Nike from 2002-2003, and Mattel Asia Pacific from 2014 – 2016.

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