California-based Genius Brands International has tapped Cindy Elfenbein for the newly created position of VP, global consumer products and retail development.

Elfenbein will work with retailers and licensees to build international consumer products programs and retail initiatives for brands including Rainbow Rangers, Llama Llama, Baby Genius, Thomas Edison’s Secret Lab and Secret Millionaires Club. She will report directly to Genius Brands’ SVP of global consumer products, Lloyd Mintz.

A retail and sales promotions executive for the past 25 years, Elfenbein most recently served as VP of retail business development at indie animation studio ZAG. Previously, she was executive director of retail development at SANRIO, and she has also held senior management positions at Sony Pictures Entertainment, MGA Entertainment, DIC Entertainment and Warner Bros. Consumer Products.

Elfenbein’s appointment follows shortly after Genius Brands named former DreamWorks exec Michael Jaffa as general counsel and SVP of business affairs. Additionally, the brand management company recently tapped former DHX exec Mark Shoeman as its new global distribution director.