Movie studio Lionsgate is bringing its consumer products management in-house with the hire of industry vet Kerry Phelan. In a newly created position as EVP of global franchise management and strategic partnerships, she will focus on growing Lionsgate’s film franchises—notably The Hunger Games and Divergent—while overseeing ancillary opportunities for the L.A.-based company’s TV programming, home entertainment, video games and digital content.

Most recently, Phelan was of head of consumer products and licensing at DreamWorks Animation, which she joined in 2007. Prior to that, she helped set up Pixar’s first global licensing and consumer products division, which included the launch of a CP program for the hit movie Cars.

Phelan also brings five years of experience from Lucasfilm, where she managed the licensing business for Star Wars in more than 60 countries. Her executive career started with Lego Systems more than 25 years ago.