UK-based kids entertainment producer CAKE has promoted Bianca Rodriguez (left) to head of sales. In her new position, Rodriguez will lead the company’s expanding sales division.

Rodriguez joined CAKE in 2011 and previously served as the company’s senior sales manager. She will now oversee a revamped sales team that includes newcomers Julien Farcat (middle), a former NBCUniversal exec who joins as sales manager for French-speaking territories, Asia and Eastern Europe, and Francesca de Nicolo (right), who has been named sales executive. de Nicolo will be responsible for CAKE sales in the Middle East, Africa, Turkey, Greece, Israel and Inflight. Before joining CAKE, she worked at BBC Worldwide supporting TV and format sales.

Earlier this month, CAKE signed a distribution deal with Virgin Media that will see 500 episodes launch on Virgin TV Kids, the UK pay-TV operator’s new iOS and Android app for preschoolers. Content includes new Rovio series Angry Birds Blues and Piggy Tales: 4th Street as well as Total Drama, Wanda and the Alien and The Sparticle Mystery.