In an effort to expand its merchandise and licensing team, Moonbug Entertainment has developed two newly created roles.
Janice Lam has been appointed to global hardlines director based in New York. In her new role, Lam is responsible for managing global master toy and hardlines licensing partners, primarily in North America. She will work to identify and drive new opportunities across all Moonbug properties, including Blippi, Cocomelon, and Little Baby Bum.
“Moonbug’s licensing and merchandise team is going from strength to strength and I am honored to be joining the team at such a key time in their expansion,” Lam says. “I am looking forward to working with our existing and future partners to create everlasting memories for our fans and bringing our much loved IPs to preschoolers and families across the globe through new and innovative product lines.”
Lam previously served as the vice president of licensing in North America at eOne, where she was responsible for expanding global hit brands’ licensing business. After Hasbro acquired eOne in 2019, Lam continued to work as the senior director of licensing, delivering growth across Hasbro’s collaborations and softlines portfolio.
Helen Genia has also been named global hardlines director, but will oversee all the regional and global EMEA-based partners. Working across all Moonbug properties, Genia will identify and drive new opportunities for the company.
“I am looking forward to working with the team and our partners in order to create high quality, innovative and relevant products that will allow children across the globe to interact with their favorite characters and expand their imagination,” Genia says.
Prior to her appointment at Moonbug, Genia worked for 8 years at Mattel. Before that, she held a variety of roles for more than 18 years at Hasbro Europe.
Register here for Licensing Expo to discover the thousands of IPs ready to license from more than 200 brands that span every product category imaginable. Registration is free, so do it today. Also, be sure to visit Adventure Media & Events in Booth No. B121 to pick up new issues of the Toy Book and the Pop Insider at the show!
