Universal Products & Experiences appoints Ashley Maidy to Senior Leadership Role
Universal Products & Experiences has appointed Ashley Maidy as Senior Vice President, North America Consumer Products & Global Partnerships. Reporting to Rafael Macias, Executive Vice President of Global Consumer Products & Games, Maidy will lead the company’s consumer products strategy across the U.S. and Canada while overseeing its portfolio of global partnerships. Her responsibilities include driving growth across licensing, retail, promotions, and category management, while expanding the reach of Universal’s entertainment franchises through strategic collaborations.
Extensive experience
Maidy joins Universal with extensive experience across the entertainment, gaming, and children’s media industries, having previously held leadership roles at Moonbug Entertainment, Riot Games, Activision Blizzard, and Sony Pictures Consumer Products. Throughout her career, she has worked with a wide range of globally recognised brands, including Spider-Man, Power Rangers, Call of Duty, League of Legends, Arcane, CoComelon, and Blippi. Her appointment reflects Universal’s continued investment in strengthening its consumer products business and expanding opportunities for partners across its portfolio of film, television and entertainment brands.