Moonbug Entertainment has announced the appointment of Janice Lam as global hardlines director, consumer products and Helen Genia as global hardlines director, consumer products both managing a portfolio of hardlines licensees.  

These two newly created roles come because of Moonbug’s Licensing and Merchandising team’s expansion. Both roles report to Duncan Tate, global head, hardlines, consumer products. 

In the role, Lam is responsible for managing global master toy and hardlines licensing partners, predominantly based out of North America, as well as identifying and driving new opportunities. She will work across all Moonbug properties including “CoComelon,” “Blippi” and “Little Baby Bum.” 

Prior to Moonbug, Lam was vice president, licensing, North America at eOne where she was integral in the strategic growth and expansion of global hit brands’ licensing business, across all toys, games and publishing. eOne was acquired by Hasbro in 2019. At Hasbro, Lam was appointed senior director, licensing and managed a team delivering year over year revenue growth across their softlines and collaborations portfolio. Prior to her tenure at eOne and Hasbro, Janice held key licensing executive roles at the BBC, Zodiak and Chorion with more than 15 years licensing experience across global entertainment and lifestyle brands. Lam was a Women in Toys, Licensing and Entertainment – 15th Annual Wonder Woman Awards finalist in the licensing category. 

 “Moonbug’s licensing and merchandise team is going from strength to strength, and I am honored to be joining the team at such a key time in their expansion,” says Lam. “I am looking forward to working with our existing and future partners to create everlasting memories for our fans and bringing our much-loved IPs to preschoolers and families across the Globe through new and innovative product lines.” 

In her newly created role, Helen will be responsible for overseeing all regional and global EMEA based partners, as well as identifying and driving new opportunities. She will work across all Moonbug properties, including “CoComelon,” “Blippi” and “Little Baby Bum.”   

Genia has extensive experience in the lifestyle, entertainment and toy sectors and has a broad spectrum of disciplines from licensing through to product development, brand and channel management, as well as extensive knowledge of European and Global markets. Prior to Moonbug she worked for Mattel for eight years, most recently holding the position of head of licensing U.K., Europe, Middle East and Russia and hardlines EMEA, where she was responsible for the licensing business. Prior to Mattel, Genia was at Hasbro Europe for more than 18 years where she held a variety of roles across different business segments. 

“I am extremely excited to be joining such an innovative company at the forefront of the children’s entertainment sector,” says Genia. “I am looking forward to working with the team and our partners to create high quality, innovative and relevant products that will allow children across the Globe to interact with their favorite characters and expand their imagination.” 

“Both Helen and Janice have a wealth of relevant experience and expertise that I am confident will be invaluable for the growth of Moonbug’s consumer products business,” says Duncan Tate, global head, hardlines, consumer products, Moonbug Entertainment. “Their roles will play a key part in our continued rapid expansion. I am very much looking forward to working with them both at such an exciting and important time in the Moonbug journey.” 

Moonbug is exhibiting at Licensing Expo 2022. Find out more information here.