Sony Pictures Entertainment’s (SPE) consumer products division is establishing its first-ever Shanghai-based licensing office, tapping Sabrina Gu to lead the charge as director of consumer products, China.

In this role, Gu will expand SPE’s licensing opportunities in the region and lead relationships with partners in the territory. Gu will continue to report to Joseph Liao, CMO Beijing, and to Jamie Stevens, EVP worldwide consumer products.

Previously, Gu held CP roles at Disney from 2004 to 2013, before moving to Mattel Asia Pacific as softline category head in 2014. In 2016, she joined Sony Pictures Entertainment as consumer products head.

The new Shanghai office is intended to further SPE’s ongoing global reorientation and its commitment to bolstering its presence in international territories. According to the company, China has become increasingly important to the growth of the company’s IP from both a box-office standpoint and an ancillary business perspective.

Recently, Sony has made several licensing announcements surrounding its The Emoji Movie (pictured) feature, as the animated film speeds towards its July 28 release.