Bethan Garton will oversee MGA Entertainment’s popular brands while Rebecca Cross will head up the approvals team.

EUROPE–Licensing agency The Point.1888 has hired several new executives as it continues to expand its brand portfolio and ahead of its Brand Licensing Europe debut.

First, Bethan Garton has joined the company as retail and brand director. In her new role, Garton will be responsible for managing MGA Entertainment’s L.O.L. Surprise! brand as well as Num Noms, Little Tikes and a number of new brands, which will be launching at BLE. She will also lead the strategy and implementation of toys, games, publishing, soft lines and entertainment across all retail channels.

Previously, Garton was head of licensing at Acamar Films, where she spearheaded licensing, retail and product development for the preschool series “Bing.” Prior to that, she was senior brand and retail manager at TLC as well as licensing manager at Mattel.

Meanwhile, Rebecca Cross has signed on as product development manager and will head up the approvals team. She previously worked at companies like Classic Media, Inspecs and CPLG.

Additionally, George Birtchnell has been promoted to senior brand manager and Jack Allen has been promoted to senior brand executive.

“I am incredibly excited to welcome Bethan and Becky to The Point.1888 ahead of a very busy BLE,” says Will Stewart, managing director, The Point.1888. “Bethan has exceptional experience within licensing and retail, and will be invaluable as we move into a phase of rapid expansion. She will really underpin our abilities to support our strong portfolio of brands at retail. I would also like to congratulate George and Jack on their well-deserved promotions; both have worked extremely hard to build our business in the last 12 months. Finding the right people within in an industry built on relationships has been a major priority, and I’m honored and flattered when exceptional people join the company. There’s no doubt we’re now in a really strong position with an extremely talented team.”