Universal Brand Development has named Paul Bufton vice president, consumer products for the Europe, Middle East and Africa regions.

Universal Brand Development globally drives expansion of the company’s intellectual properties, franchises, characters and stories through innovative physical and digital products, content, and consumer experiences. Bufton joined Universal this past month, and reports directly into Vince Klaseus, president, Universal Brand Development.

Bufton will oversee the licensing strategy and retail marketing across EMEA – including the country directors and agents – as well as being supported by the regional category management and franchise teams.

Bufton joins Universal Brand Development from Warner Bros. Consumer Products, where he was most recently vice president, licensing and business development, EMEA. Prior to joining Warner Bros., Bufton held positions at Rovio Entertainment; Warner Bros. Consumer Products U.K.; Fisher-Price and The LEGO Company’s BIONICLE brand.

Bufton holds a Bachelor of Arts degree in French and Film Studies from the University of Warwick.