In efforts to prepare for future development, London-based Cake Entertainment has named Helen Blayney as its VP of international sales, and made two internal promotions.

Blayney, who hails from London-based Chorion, where she worked on preschool brands Noddy, Max & Ruby and Famous Five, takes over from outgoing VP of international sales Leila Ouledcheikh, who joined Cake in 2009 and has yet to announce her new direction.

Prior to Chorion, Blayney served stints at Celador International, where she helped develop its kids programming profile internationally, and she also worked for TV-Loonland and The Jim Henson Company.

For the two internal promotions, sales manager Marie-Laure Roche has been given the extra duty of handling new territories Asia, French-speaking Europe, Eastern Europe and Israel, and Bianca Rodriguez, after being promoted to sales executive, will handle Latin America territories.