The independent animation studio, ZAG is continuing to bolster its senior executive team with the appointment of the seasoned licensing executive, Helena Perheentupa to the newly created role of VP, licensing, Central, Eastern, Northern Europe and Russia.

Perheentupa joins ZAG from Mattel in Frankfurt, Germany, where she rose through the ranks over her 13-year tenure to become head of licensing, In the role, she oversaw Mattel properties such as Barbie, Hot Wheels, Fisher-Price, Monster High, Uno, Matchbox; and Hit Entertainment properties, Thomas & Friends, Fireman Sam, Bob the Builder, Pingu and more.

Prior, she served at another bluechip giant, Procter & Gamble, with roles including category manager beauty care and joint business planning manager, developing, planning and executing a range of long-term strategic projects for the giant’s extensive brand portfolio.

Perheentupa will spearhead the licensing and new business development efforts in region for ZAG’s portfolio of ZAG Heroez brands, reporting to Kirk Bloomgarden, ZAG’s SVP, global licensing, and managing the company’s regional licensing agents including CPLG  (GAS,) J&M (Benelux), Planeta Junior (CEE), and Saks (Russia).

“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, currently in production for Disney Channel EMEA, TF1, and Discovery Kids Latin America, and a soon to be announced new IP,” said Julian Zag.

“Helena is a well-liked and well-respected industry executive and we’re thrilled to welcome her to the team.”