ITV Studios Global Entertainment has appointed Trudi Hayward to the newly created role of senior vice president, global head of merchandise.

Hayward has previously worked for ITV Studios Global Entertainment as a consultant, and begins in her new position immediately. Hayward will report to Jean-Philippe Randisi, executive vice president and director of consumer products.

Hayward was formerly vice president at Nickelodeon Consumer Products, a division of MTV Networks International, where she worked on properties in the U.K. and Australia. Prior to joining MTV Networks International, Trudi was the head of licensing and merchandising at Entertainment Rights.

"Hayward is one of the most experienced merchandise experts in the industry; her depth of knowledge and success with properties such as SpongeBob Square Pants, Dora the Explorer, Star Wars and MTV Brand position her perfectly to lead this crucial area of the business,” says Randisi. "We remain committed to growing the business in order to reap maximum value from our existing and future intellectual property, both in the U.K. and internationally."