Helena Perheentupa | Source: ZAG/The Toy Book

ZAG continues the expansion of its global senior executive team with the appointment of licensing veteran Helena Perheentupa to the newly created role of vice president, licensing, Central, Eastern, Northern Europe and Russia.

Perheentupa joins the company from Mattel’s Frankfurt, Germany outpost where she most recently served as head of licensing, overseeing brands such as Hot Wheels, Barbie, Fisher-Price, Matchbox, and UNO in the region.

In her new role, Perheentupa will lead licensing and business development efforts in the region for the ZAG Heroez brands while managing the company’s regional licensing agents, including CPLG (GAS), J&M (Benelux), Planeta Junior (CEE), and Saks (Russia).

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“Europe has been and continues to be a hugely important region for ZAG, and Helena’s ‘boots on the ground’ appointment will ensure that we are driving new business and supporting our licensees, retailers and promotional partners for ZAG’s portfolio of brands including of course our flagship brand, Miraculous – Tales of Ladybug and Cat Noir, our newest property, Ghostforce … and a soon to be announced new IP,” says Julian Zag, executive vice president, global operations. “Helena is a well-liked and well-respected industry executive and we’re thrilled to welcome her to the team.”

ZAG is currently in the midst of its global rollout of new Miraculous toys from ZAG Labs and Playmates.