French prodco Moi j’aime la télévision is branching into licensing and merchandising with an in-house licensing division, headed up by consultant Alexandre Mayaud.
Looking to expand the presence of its key brands in the merchandising world, MJTV is keeping its eye on the areas of music & book publishing, video games and educational language learning toys for its properties.
Mayaud currently runs his own consultancy Alternative Branding, and has also worked in international licensing with Disney, Carrefour, DreamWorks, France Television and Jetix France. His new role will see him initially focusing on moving MJTV’s tween series Genie in the House into merchandising. A the third season is in post-production and will be ready for MIPTV.