Warner Bros. Consumer Products (WBCP) has promoted Julian Montoya to SVP of global toys. He will report directly to WBCP president Pam Lifford.

The promotion will see Montoya develop and direct global sales and licensing strategies in an effort to build key brands like DC, JK Rowling’s Wizarding World, Looney Tunes and Hanna-Barbera.

Previously, Montoya served as VP of global toys for WBCP. In that role, he was responsible for the development of the toy category and executed strategic plans for partners including Mattel, Lego, Funko, Rubies and Jakks Pacific.

Prior to joining WBCP in 2000, Montoya held leadership positions at Lucas Licensing, Twentieth Century Fox Home Entertainment International and Warner Home Video.

Montoya’s new position is the most recent in a number of promotions at WBCP. Last month, the company moved its former UK/Ireland GM Preston Kevin Lewis to Burbank, where he now serves as SVP of retail business development.