In efforts to expand the licensing program for its successful game app Cut the Rope featuring main character Om Nom, independent game developer Zeptolab has hired media professional Tanya Haider to head up licensing and merchandising for the company.

Haider brings licensing and merchandising experience in kids’ brands, including SpongeBob Squarepants and Dora the Explorer, from her time with Nickelodeon and Viacom Consumer Products.

Haider has tapped Bob Traub of US-based Established Brands Licensing and Robert Miller of Canada-based Studio Licensing to represent Cut the Rope in North America.

Prior to heading Established Brands, Traub spent time as SVP of retail development at Nickelodeon where he launched brands including Blue’s Clues, SpongeBob Squarepants, and Dora the Explorer. Miller brings licensing experience from Studio which has managed Nickelodeon properties in Canada for the past 14 years.

Cut the Rope has become a top 10 best seller with more than 70 million downloads for both iOS and Android smartphones and tablets since launching in October 2010, and its licensing program will see products including toys, games/activities, apparel, accessories, confectionery, home décor and stationery brought to market in limited release for spring this year and expanded in fall 2012.