Former Nickelodeon exec Marianne James joins Hasbro as VP, EMEA consumer products. She will focus on driving the toymaker’s franchise brands (including My Little Pony, Nerf and Transformers) and expanding into new categories, channels and markets.

Beginning November 11, James will be based in Hasbro’s Stockley Park, UK office and will report to the toyco’s SVP and GM of consumer products Casey Collins.

Previously, James served as VP of licensing, commercial partnerships and experiences across Europe for Viacom Nickelodeon Consumer Products. She joined Viacom in 2011 as director of retail sales and marketing for Europe and Pan-European licensing.

The appointment comes shortly after Hasbro entered an agreement to acquire Entertainment One for US$4 billion. The acquisition—which will see Hasbro take ownership of the company’s entire film and TV production slate, including hit kids IPs Peppa Pig and PJ Masks—is expected to close in Q4 2019. Hasbro plans to move a significant portion of eOne’s toy business in-house. eOne executives are set to join the Hasbro team, and the merged company will include eOne’s network of offices in Toronto, LA and London.