Herschend Entertainment Studios (HES) is expanding its leadership team to prepare for next year’s relaunch of the Chuggington children’s brand and the development of new intellectual property within the Herschend Enterprises family of companies.
Natalie Setton joins HES as vice president of commercial, content distribution, and licensing. In this role, Setton leads all sales, licensing, marketing, retail support, live events, and location-based entertainment for HES’ properties. She will work alongside Julie Phillips, who serves as vice president of development and production and as an executive producer on the new season of Chuggington. Peter Schube, former president of The Jim Henson Co. and chief executive officer of Illumination Entertainment, is leading this executive team on an interim basis.
HES acquired Chuggington last year from UK-parent company Ludorum PLC. The show celebrates its 10th anniversary next year, and HES is preparing a full global relaunch of the series, with its sixth season premiering in the spring. This includes a new toy program from master toy partner Alpha Group, debuting next fall. The new toy line will include universal track sets and trains from the Chuggington world. HES will also support the brand reintroduction with refreshed and new creative assets, a special mini-hub website, broadcaster support, direct-to-consumer campaigns, promotional events, and global brand partnerships.
