Toy market news

Former Mattel exec Helena Perheentupa joins ZAG


ZAG continues the expansion of its global senior executive team with the appointment of licensing veteran Helena Perheentupa to the newly created role of vice president, licensing, Central, Eastern, Northern Europe and Russia.

Perheentupa joins the company from Mattel’s Frankfurt, Germany outpost where she most recently served as head of licensing, overseeing brands such as Hot Wheels, Barbie, Fisher-Price, Matchbox, and UNO in the region.

In her new role, Perheentupa will lead licensing and business development efforts in the region for the ZAG Heroez brands while managing the company’s regional licensing agents, including CPLG (GAS), J&M (Benelux), Planeta Junior (CEE), and Saks (Russia).

ZAG is currently in the midst of its global rollout of new Miraculous toys from Playmates.

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