Hasbro has named Marianne James as vice president, EMEA consumer products, effective Nov. 11.

“I’m thrilled to welcome Marianne to the Hasbro Consumer Products team,” says Casey Collins, senior vice president and general manager, global consumer products, Hasbro. “Marianne will join our team of passionate industry leaders with a key focus to drive our franchise brands and expand into new categories, channels and markets. Her leadership capabilities, depth of market knowledge and strategic vision will help drive further growth in our EMEA Consumer Products business.”

James joins the toy company from Viacom Nickelodeon Consumer Products, where she served as vice president, licensing, commercial products and experiences, for Europe.

James will be based in Hasbro’s Stockley Park office in the U.K.