Florida-based toyco Jazwares has hired four new execs to bolster its consumer products and licensing team. Chris Parrish, Audrey Knott and Monika Salazar are all taking on senior director roles, while Chris Cofoni (pictured) joins the company as VP of specialty and mid-tier sales.

Cofoni comes to Jazwares with experience in senior sales executive roles in the music and toy industries at companies like EMI and Melissa & Doug. He is tasked with building a sales force for the toyco’s Jazwares Boutique division, which was unveiled at New York Toy Fair in 2016. The new branch is focused on super-serving retail customers and expanding Jazware’s distribution in categories like home improvement and drug.

Parrish, meanwhile, has been named senior director of licensing. He is focusing on building outbound licensing programs for the toyco’s in-house Jazwings novel program and will also be working  with major studios and content creators to identify and secure new brands for inbound licensing. He hails from Hasbro.

Knott is an experienced toy and hard goods global category manager, product designer and director with experience from Hasbro and Aqua-Leisure Industries. She joins Jazwares as senior director of business, focusing on girls preschool brands.

Salazar is taking on the newly minted role of senior director of trade and retail marketing. She’s been tasked with amping up Jazwares’ trade and retail exposure, putting her experience in marketing, licensing, retail development and PR for companies like Disney, Nickelodeon, Hasbro and The Pokémon Company International to work.