Happy Ink has tapped licensing executive Brad Bushell to help build long-term partnerships for its new property, Hamsta World, in North America.

Bushell is the former senior vice president of United Media. He also served as vice president of international licensing at Paws, Inc., owner of the Garfield property.

Through his consultancy company, Bushell will help secure long-term brand partnerships within the U.S. and Canada for the brand.

Bushell will also bring the Hamsta World brand to Licensing Expo, May 23-25, with the Happy Ink team.