The Pokémon Company International has hired Monika Salazar as its new director of licensing.

In her new role, Salazar will be responsible for continuing to develop deals for the Pokémon brand in the Americas, Australia and New Zealand. She will also support the company’s development and management of its growing merchandise licensing program including strategic planning, business development, sales and marketing.

Salazar brings over 15 years of management experience in lifestyle licensing, marketing and product development to the company. Most recently she served as the director of global integrated marketing at Hasbro where she managed seven of the company’s priority brands including My Little Pony and Transformers. Prior to Hasbro, Salazar worked at MTV Networks, Nickelodeon.