Entertainment One Family has appointed Joan Grasso as vice president of licensing for North America.

Grasso will spearhead the U.S. merchandise launch for the Peppa Pig property this August and implement an integrated marketing program to support the brand’s debut at retail. Based in eOne’s New York office, Grasso will work closely with the Peppa Pig licensing partners already in place, such as Fisher-Price, as well as seek new partners to drive the brand’s North American licensing program.

Grasso joins eOne from Chorion Silver Lining where she was vice president of toys and games, licensing. She has also worked for American Greetings, Nickelodeon and Fisher-Price. In her new role Grasso will report to head of global licensing, Andrew Carley.

“Joan’s unparalleled experience in licensing and brand management will be crucial to the business,” says Carley. “She has the contacts and knowledge to make Peppa Pig a resounding success in North America, and we’re delighted to have her on board.”

Grasso will be attending Licensing International Expo, June 12-14 in Las Vega, Nev., with the team at eOne Family who will be exhibiting at Stand 5915.