SEGA Europe has hired Kay Ferneyhough to join its London-based licensing team as retail license manager.

Ferneyhough will work with Sissel Henno, the head of brand licensing (Europe) and the rest of the team to help drive brand presence at retail and build upon new and existing relationships.

Ferneyhough will manage the company's day-to-day licensing programs at retail, working with both licensees and retailers to ensure successful brand executions at the store level and find new initiatives to excite Sonic fans.

Ferneyhough has more than six years of experience in retail buying, most recently buying boys character/license clothing for George @ Asda.

“We are delighted to have Kay join the team. Kay’s appointment is important for building relationships and to create a strong brand presence in stores,” says Henno. “We’re confident that her retail experience will prove a great asset for us and our partners.”