Sega Europe has bolstered its team with the addition of Kay Ferneyhough as its new retail licence manager.
Ferneyhough (pictured) will be working with head of brand licensing for Europe, Sissel Henno, and the rest of the team to help drive brand presence at retail and build new relationships. She will manage the day to day licensing programme at retail, working with licensees and retailers to ensure the best brand executions at store level and find new initiatives to interest Sonic fans.
Ferneyhough has over six years experience in retail buying, most recently buying boys character/licence clothing for George @ Asda.
She commented: "I am incredibly excited about my new role and working for such a fantastic company. Sonic has been around for over 20 years and Sonic Boom is Sega's new initiative with the launch of the new TV show next year, so I'm really looking forward to being involved in the retail development for the franchise."
Sissel Henno, head of brand licensing Europe, added: "We are delighted to have Kay join the team. We feel Kay's appointment is important for building relationships and to create a strong brand presence in stores. We're confident that her retail experience will prove a great asset for us and our partners."