Hallmark Cards U.K. announced the appointment of Melanie Beer to Licensing Director for Hallmark group. Beer will lead the U.K. licensing teams for both Hallmark Cards and Tigerprint, reporting directly to Stephen Wright, managing director of Hallmark Cards U.K.

“Beer brings a wealth of experience, as both a licensee and licensor, having been involved in the industry for 15 years,” says Wright. “Beer will work to expand our fast-growing and wholly-owned character/brand portfolio, which includes evergreen classic Forever Friends and emerging brands Emily Button and Lucy Cromwell.”