PBS has promoted Dawn Ciccone to serve as the company’s vice president of brand licensing.

In her new position, Ciccone will lead PBS Kids brand licensing, including the expansion of licensees and categories, as well as the development of new retail partnerships. She will also work with series producers to expand PBS Kids’ educational media properties’ brand footprint. Additionally, Ciccone will establish and grow PBS Kids’ e-commerce relationships and expand the PBS Kids Shop.

Ciccone joined PBS in 2004. During her tenure, she secured the first master toy licensee to develop a PBS Kids-branded line of educational toys and accessories and has created more than 30 new trademark licensing and partnerships collaborations for the brand.

“PBS Kids is committed to using the power of play to help kids learn, and through Dawn’s innovation and vision over the past several years, we have been able to extend that into tangible experiences for kids through licensing initiatives and consumer products,” says Lesli Rotenberg, senior vice president and general manager, children’s media and education, PBS.  “These efforts help kids build key skills, and generate revenue that supports our mission. We are thrilled to have Dawn take on this new role, extending this important work.”