Moonbug welcomes Helen Genia

Published on: 24th May 2022

Helen Genia has been appointed Global Hardlines director for Moonbug’s London office, while Janice Lam will undertake the same role based in New York.

Helen Genia

Moonbug Entertainment continues the expansion of its Licensing and Merchandising team with the two new senior appontments, as the company welcomes Helen and Janice to the role of Global Hardlines director, Consumer Products, each managing a portfolio of hardlines licensees in the UK and US respectively. Both Helen and Janice will report to Duncan Tate, Global head of Hardlines, Consumer Products.

In her newly created role, Helen will be responsible for overseeing all regional and global EMEA based partners, as well as identifying and driving new opportunities. She will work across all Moonbug properties, including hit brands such as CoComelon, Blippi and Little Baby Bum.

Helen has extensive experience in the lifestyle, entertainment and toy sectors and has a broad spectrum of disciplines from licensing through to product development, brand and channel management, as well as extensive knowledge of European and Global markets. Prior to Moonbug she worked at Mattel for eight years, most recently as head of Licensing UK, Europe, Middle East & Russia and Hardlines EMEA. Prior to Mattel, she was at Hasbro Europe for over 18 years, holding a variety of roles across different business segments.

Helen commented: “I am extremely excited to be joining such an innovative company at the forefront of the children’s entertainment sector. I am looking forward to working with the team and our partners to create high quality, innovative and relevant products that will allow children across the globe to interact with their favourite characters and expand their imagination.”

Janice Lam (pictured left) will be responsible for managing global master toy and hardlines licensing partners, predominantly based out of North America, as well as identifying and driving new opportunities. She joins from eOne, where she was integral in the strategic growth and expansion of global hit brands’ licensing business. After eOne was acquired by Hasbro in 2019, Janice was appointed senior director, Licensing. In previous roles, Janice held key licensing executive posts at the BBC, Zodiak and Chorion.

Janice said: “I am honoured to be joining the team at such a key time in its expansion. I am looking forward to working with our existing and future partners to bringing our much loved IPs to pre-schoolers and families across the Globe through new and innovative product lines.”

Duncan Tate, Global head of Hardlines, Consumer Products at Moonbug Entertainment, added: “Both Helen and Janice have a wealth of relevant experience and expertise that I am confident will be invaluable for the growth of Moonbug’s Consumer Products business. Their roles will play a key part in our continued rapid expansion. I am very much looking forward to working with them both at such an exciting and important time in the Moonbug journey.”


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