In a move to continue building Lionsgate's global franchises and extend them into new lines of business, the company has named Kerry Phelan, a 25-year consumer branding veteran and former head of consumer products and licensing for DreamWorks Animation, to the newly created position of executive vice president of global franchise management and strategic partnerships.

Phelan's primary focus will be on growing Lionsgate's film franchises and extending them into new lines of business, but her responsibilities will also encompass licensing and merchandising opportunities for the company's television programming, home entertainment, Pantelion and Codeblack film brands, video games and other digital content.

Phelan most recently ran consumer products and licensing for DreamWorks Animation, where she also expanded DreamWorks' location-based entertainment operations into a sizable business, shepherding branded attractions in Singapore, Brazil, Australia and other international markets.

Prior to joining DreamWorks in 2007, Phelan worked at Pixar where she set up the studio's first global licensing and consumer products division and, in concert with Disney Consumer Products, oversaw the launch of the original Pixar Cars consumer products program.

Previously, she spent five years at Lucasfilm developing and managing the Star Wars consumer products business in more than 60 countries worldwide and began her executive career in brand marketing for LEGO Systems. 

"With her track record of cultivating some of the biggest brands in motion picture history, Kerry is ideally qualified to develop and execute retail, merchandising and location-based entertainment initiatives for Lionsgate's growing portfolio of franchises," says Tim Palen, chief marketing officer, Lionsgate, to whom Phelan will report. "From LEGO to Star Wars and Pixar to DreamWorks, she has established herself as a master strategist who knows how to make global brands even bigger and more successful, and she will be an invaluable addition as we expand the palette of opportunities for our Hunger Games, Divergent and other franchises."