Pengchong Xu has been tapped to serve as the company’s vice president-China, licensing, family & brands. In his new role, Xu will oversee the commercial team, which is currently working to increase merchandise sales across eOne’s expanding portfolio.

Xu will maintain relationships across crucial licensing and retail accounts and will manage a network of licensing agents across the region. Xu has worked in IP franchise-building for more than 20 years with roles in licensing, product marketing and category management at Walt Disney, Philips and Siemens. Most recently, Xu worked as general manager, ancillary business at Pearl Studio (formally Oriental DreamWorks).

Frida Zhang has joined the team as vice-president-China, marketing, family & brands. In her new role, Zhang will spearhead brand marketing including the strategic development, management and growth of Shanghai-based marketing business, oversee consumer marketing strategies and communication programs and head local creative asset direction across all of eOne’s family and brands franchises in China. Zhang’s career spans 20 years with positions at Mattel, SC Johnson, L’Oreal and Coca-Cola. Zhang specializes in brand management, marketing communication, commercial strategy and franchise-building.

Iwen Lee joined the team as manager-China, product development, family and brands. In his new role, Lee will manage the approval of licensed products in the Chinese market. Lee’s resume includes experience in both softlines and hardlines across family brands.

“We’re in the midst of a significant period of growth here at eOne, and our family brands have performed exceedingly well in the past 12 months,” says Olivier Dumont, president, family and brands, eOne. “I’m very proud that we’re strengthening our presence in China by making strategic new hires that will bring invaluable expertise and leadership to drive growth and market penetration in this key territory. The teams based on the ground in our Hong Kong and Shanghai offices will help underpin the success of our brands and build an infrastructure to support their continued growth for many years to come.”

The new hires will work in the Shanghai office alongside the local brand protection team, existing local agents and others, with a focus on "Peppa Pig," "PJ Masks," "Ben & Holly’s," "Little Kingdom" and "Ricky Zoom."

eOne now maintains offices in both Shanghai and Hong Kong and is slated for a busy year in China, including plans to mark Chinese New Year celebrations for The Year of the Pig in February 2019.

Celebrations will be anchored by the first “Peppa Pig” theatrical release in Chinese cinemas in partnership with Alibaba and an exclusive merchandise launch of related products.