Penguin Random House has named Isobel Richardson as head of brand management for Penguin Ventures, a unit of Penguin Random House UK.

In her new role, Richardson will be responsible for developing and driving brand strategies for Peter Rabbit, Elmer and Spot, The Snowman and Flower Fairies. Additionally, she will manage key marketing, brand and promotional partnerships. Richardson will report to Susan Bolsover, Penguin Ventures’ director of licensing and consumer products.

Richardson joins Penguin from Warner Bros. where she served as franchise marketing manager for the kids and family entertainment division.

Last year, Thomas Merrington was upped to creative director of Penguin Ventures and tasked with identifying new brands to add to the portfolio as well as developing live, theatrical and experiential strategies for the unit.

In January, Penguin Ventures announced a number of licensing partners for the feature film Peter Rabbit, including TVM Fashion Lab (daywear and outerwear), TDP Textiles (nightwear, underwear and swimwear), Rainbow Designs (toys and plush) and Jumbo Games (puzzle box sets and floor puzzles).