Herschend Entertainment Studios is expanding its leadership team with two new executive hires.

Natalie Setton joins HES as vice president of commercial, content distribution and licensing.  In this role, Setton leads all sales, licensing, marketing, retail support, live events and location-based entertainment for HES’ properties. She’ll also work alongside Julie Phillips, who serves as vice president of development and production, and as an executive producer on the new season of children’s series “Chuggington’s.”

“With the addition of our media business, HES has joined an elite group of companies with the capability to build 360 degree, evergreen franchises,” says Phillips.  “This ability positions us well to offer fresh and exciting kid’s entertainment as we develop or acquire new intellectual properties, allowing us to connect with kids and families beyond traditional media.

The new hires come as HES prepares for the 2020 relaunch of the children’s brand, “Chuggington” and the development of new intellectual property within the Herschend Enterprises (“HE”) family of companies. “Chuggington” seasons one through five rolled out across 178 territories in 36 languages and generated close to $1 billion at retail globally.  Fan engagement for “Chuggington” has shown strong support as well with over 1.5 billion watch time minutes on YouTube and 22% year-on-year growth.

Earlier this year, HES appointed Alpha Group as master toy partner for the “Chuggington” brand.