Riot Games, the developer and publisher known for PC games including “League of Legends” and “VALORANT,” announced that Ashley Maidy has been named global consumer products head.

In this position, Maidy will be responsible for overseeing the global consumer products business which includes the direct-to-player, licensing and publishing businesses to support games, entertainment, music and esports initiatives.  

“We are thrilled to welcome Ashley Maidy to our team,” says Ryan Crosby, entertainment marketing head, Riot Games. “Her experience and history of success in the gaming and entertainment industry makes her the ideal person to help us as we look to continue to expand experiences for players whether that’s through Arcane and other projects within our Entertainment division or with apparel, collectibles and so much more. By bringing Ashley on, the possibilities are endless when it comes to creating ways for players to engage with our IP as a part of their lifestyle.”

Maidy is a marketing executive with more than 25 years of experience creating consumer products, promotional and brand extension programs. Most recently, Maidy was managing partner for Maidy Management where she advised entertainment, gaming, and corporate brands on the development of go-to-market strategies and identified brand extension opportunities outside of their core businesses. Prior to that, Maidy spent nine years at Activision Publishing where she built and led the licensing and partnerships division, and 10 years at Sony Pictures Entertainment where she worked on a range of film and television properties.  

In her career, Maidy has built and managed the infrastructure of licensing divisions from the ground up and garnered several awards including LIMA’s Best Overall Licensed Program of the Year, Best Character or Toy Brand of the Year, and multiple years on License Global’s Top Global Licensors list.