Animation studio ZAG is continuing to bolster its senior executive team, appointing licensing executive Helena Perheentupa to the newly-created role of vice president, licensing, Central, Eastern, Northern Europe and Russia.

Perheentupa joins ZAG from Mattel in Frankfurt, Germany, where she rose through the ranks during her 13-year tenure, overseeing Mattel properties such as Barbie, Hot Wheels, Fisher-Price, Monster High, Uno and Matchbox; and Hit Entertainment properties, “Thomas & Friends,” “Fireman Sam,” “Bob the Builder,” “Pingu” and more. 

Prior, she worked at Procter & Gamble, with roles including category manager beauty care and joint business planning manager, developing, planning and executing a range of long-term strategic projects for the giant’s extensive brand portfolio.

Perheentupa will spearhead licensing and new business development efforts in the region for ZAG’s portfolio of “ZAG Heroes” brands, reporting to Kirk Bloomgarden, senior vice president, global licensing, ZAG, and managing the company’s regional licensing agents, including CPLG (GAS,) J&M (Benelux), Planeta Junior (CEE) and Saks (Russia).  

“Europe has been and continues to be a hugely important region for ZAG, and Helena’s ‘boots on the ground’ appointment will ensure that we are driving new business and supporting our licensees, retailers and promotional partners for ZAG’s portfolio of brands, including of course our flagship brand, ‘Miraculous – Tales of Ladybug and Cat Noir,’ our newest property, ‘Ghostforce,’ currently in production for Disney Channel EMEA, TF1 and Discovery Kids Latin America, and a soon to be announced new IP,” says Julian Zag, executive vice president, global operations, ZAG Entertainment. “Helena is a well-liked and well-respected industry executive and we’re thrilled to welcome her to the team.”