Hasbro has upped Michelle Micone (pictured) to VP of the Pawtucket, Rhode Island-based toyco’s North American licensing business, and tapped My Little Pony: Friendship Is Magic executive producer Meghan McCarthy for the newly created role head of storytelling at Hasbro Studios.
Micone, who joined Hasbro in 2001 from Bandai, was most recently VP of global brand marketing/strategy for Playskool brands, and has also led global strategies for Hasbro’s My Little Pony, Transformers and My Littlest Pet Shop.
In her new role, she’ll play a central role in globalizing key categories like hard goods, fashion and home. And as Hasbro continues to expand its entertainment and licensing portfolio, Micone will also lead the retail development team and look to drive licensee sell-in and sell-through alongside the company’ s US sales and marketing team.
Meanwhile, as head of storytelling, McCarthy will work closely with Hasbro’s brand/design teams to drive a multi-year strategy across Hasbro’s portfolio of brands and ensure consistency across all platforms. She previously wrote and produced several My Little Pony spin-off films—My Little Pony: Equestria Girls (2013), Equestria Girls: Rainbow Rocks (2014) and Equestria Girls: Friendship Games (2015).
Based at Hasbro Studios in L.A., and reporting directly to EVP and chief content officer Stephen Davis, McCarthy will also work closely with movie producers on the upcoming My Little Pony animated feature, slated for release in 2017.