Entertainment One Licensing has appointed Nina Leong as senior vice president, lifestyle, as it looks to grow its pop culture brands So So Happy and Skelanimals.

Leong replaces Cindy Bailey, founder of Art Impressions (creator of the two brands), which was acquired by eOne in 2013. Bailey has transitioned out of the business to pursue new projects.

Leong has served as a consultant for eOne’s lifestyle division since October 2014. In her new role, she is charged with developing U.S. and international brand strategies for the company's lifestyle properties to drive worldwide merchandise sales and creating global retail programs.

Leong comes to eOne from Saban Brands, where she served as senior vice president of licensing and strategic business development for Paul Frank. Prior to that, Leong handled licensing for Britney Spears, The Cherokee Group and Ocean Pacific.

“We’re in the midst of an incredibly significant period of growth, and we’re delighted to strengthen the team with Leong’s appointment," says Andrew Carley, head of global licensing, eOne, to whom Leong will report. "She brings valuable experience of developing commercially successful lifestyle brands, and we’re confident that her vision, contacts and creativity will drive growth for our lifestyle properties, both in the U.S. and in international markets.”