HIT Entertainment created a new global consumer products group, to be headed by current executive vice president, international, Peter Byrne. Byrne takes over as executive vice president, worldwide consumer products, with responsibility for worldwide licensing, promotions, brand and retail marketing, and creative services. In addition, he is responsible for the company’s live events strategy and its theme park ventures. He will be based in the London headquarters and will report to CEO Bruce Steinberg. Jamie Cygielman, who will report to Byrne, will expand her current responsibilities as senior vice president, general manager, North America to include HIT’s Canadian operations and the creative resources group in North America.

Byrne joined HIT in September 2005, following the acquisition of the company by Apax Partners. As executive vice president, international, he led the restructuring of the division and was key to the rapid expansion of the company’s presence in world markets. He also spearheaded the recent acquisition of the Rainbow Magic brand from Working Partners Ltd. Prior to HIT, Byrne headed the worldwide licensing group at Twentieth Century Fox, and before that, worked in the toy business with Kenner and Matchbox.

The news follows last week’s announcement of Patricia Wyatt stepping down as the president of HIT Entertainment’s North American operations.