Entertainment One Family has named Joan Grasso as VP of licensing for North America and will head up the August US merchandising launch of hit preschool IP Peppa Pig.

Reporting to eOne’s head of global licensing Andrew Carley in New York, Grasso will be tasked with executing marketing programs for Peppa Pig, working with the brand’s licensing partners such as Fisher-Price, and looking for new partners.

In addition, she will also be responsible with managing budgets and finding new commercial opportunities for other eOne properties across film and TV.

Grasso heads to eOne from her most recent role as Chorion Silver Lining’s VP of toys and games licensing. During her time at Chorion Silver Lining, she represented and helped grow popular brands including Mr. Men/Little Miss, The World of Eric Carle, Beatrix Potter and Paddington Bear.

The move follows on the heels of Studio Licensing signing on to rep Peppa Pig in Canada.