Full-service licensing agency Universal Branding & Media has added industry veteran Heidi Schwartz to its team, and she’s on a mission to grow the Connecticut-based company’s footprint in the licensing space.

Schwartz brings with her more than 20 years of industry experience as both a licensor and licensee, and she has worked in all product categories, including entertainment, toys and sports. She was most recently an associate manager of domestic licensing at American Greetings, but she has done stints as brand manager at Fisher-Price and manager of licensing and strategic alliances at The Giddy Gander Company in the past.

Now on the agency side of the biz, Schwartz will work with Universal Branding & Media clients such as Sanrio, Mattel, HIT Entertainment, NBC Universal, Marvel, Saban Brands, DreamWorks and Tony Hawk.