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Hit bolsters Thomas team

Children’s content group Hit Entertainment has hired another exec for its new brands division, which houses titles such as Thomas & Friends and Mike the Knight.

Former Nickelodeon, Disney and Fox Kids Europe senior executive Shari Donnenfeld has joined UK-based Hit Brands in the newly created post of head of global brands. She will be responsible for brand and marketing strategies for Thomas, Mike and other titles such as Bob the Builder and Fireman Sam, including television strategy.

Donnenfeld reports into senior VP of Hit Brands Edward Catchpole, who came onboard shortly after US toyco Mattel completed its £426m (US$682m) acquisition of Hit. Jeff Dunn and Sangeeta Desai left their roles as CEO and chief operating officer of Hit, respectively, soon after the deal.

Donnenfeld was most recently running her own consultancy specialising in consumer-centric brand strategies for kids’ TV, digital and publishing properties, working with broadcasters, right owners and start-ups.

“Shari brings unrivalled passion and a solid track record in working with strong children’s entertainment brands and audiences,” said Catchpole. “She will play a vital role ensuring our existing brands are well positioned for growth and that our new brands will enjoy similar success.”

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