As Hasbro UK continues to ramp up its entertainment and licensing portfolio, the company has tapped former Rubie’s Masquerade exec Holly Oldham as licensing director.

In this new role, Oldham will be responsible for managing both the category and retail franchise teams in building strategic relationships with licensees. As part of the UK leadership team under Foye Pascoe, GM UK & Ireland, she will also continue to work collaboratively with franchise marketing and sales teams on toy and gaming initiatives.

Oldham worked closely with the Hasbro licensing team while serving as head of licensing for EMEA at Rubies, where she worked for nearly a decade.

Growth in entertainment/licensing and international markets (as well as preschool products) helped Rhode Island-based Hasbro’s net revenue increase by 5% to US$713.5 million in Q1 of this year.  Global licensing revenue from My Little Pony and Transformers continue to make an impact on Hasbro’s bottom line – earlier this week, Hasbro announced a round of new licensing activities across the UK and other parts of Europe that encompasses retro toys, as well as new lifestyle products for both brands.