Zag hires Mattel exec for licensing

France- and US-based animation studio Zag has appointed Helena Perheentupa to the newly created role of VP of licensing in Central, Eastern and Northern Europe and Russia.

Helena Perheentupa

Perheentupa will spearhead the licensing and new business development efforts in the region for the company’s Zag Heroez brand and manage the company’s regional licensing agents, including CPLG (Germany, Austria, Switzerland), J&M (Benelux), Planeta Junior (CEE) and Saks (Russia).

She joins Zag after 13 years at toyco Mattel in Frankfurt, where she rose to become head of licensing, overseeing Mattel properties such as Barbie, Hot Wheels, Fisher-Price, Monster High and Pingu.

Prior to that, Perheentupa worked at Procter & Gamble in roles including category manager for beauty care and joint business planning manager.

Julian Zag, exec VP of global operations at Zag, said: “Europe has been and continues to be a hugely important region for Zag, and Helena’s boots-on-the-ground appointment will ensure that we are driving new business and supporting our licensees, retailers and promotional partners for Zag’s portfolio of brands.”