Sabrina Gu will head the new group and develop relationships with business partners in the region.

Sony Pictures Entertainment’s consumer products division has established a new licensing arm in Shanghai, China, to further support its ongoing global re-orientation and bolster its presence in international territories.

The new division will be led by Sabrina Gu, who has taken on the position of director of consumer products, China. In her new role, Gu will work to expand Sony Pictures’ licensing opportunities in the region and lead relationships with business partners in the territory.

Previously, Gu held a variety of positions with companies such as Disney, Mattel Asia Pacific and Nike, and was at the forefront of the emergence of the licensing business in China.

"Now more than ever there is a world of opportunity in China for consumer products, which Gu will help to realize," says Jamie Stevens, executive vice president, worldwide consumer products, Sony Pictures. "From a box office standpoint and an ancillary business perspective, China has become increasingly important to the growth and long-term vision of our intellectual property, and in managing a brand's lifecycle. As Sony Pictures broadens the global appeal of its film and television properties in a substantial way, our new China-based licensing office will support that growth."

Stevens herself is an expert on the region and she shares insights into creating content for and licensing in China in the LicenseTV series “Understanding China.” View episodes now for free, here.