After years working as a brand and product developer for toycos like Mattel and Canal Toys, Capucine Humblot is ready to take on the roaches. In her new role with Paris-based Xilam Animation, she will develop strategic licensing and merchandising for the new preschool show Oggy Oggy, an aged-down version of the classic Oggy and the Cockroaches—and Xilam’s first CGI series.

Humblot’s hire comes as Xilam switches up its CP strategy to start licensing efforts at the series’ inception, rather than further down the funnel. “I know through my years in product development what manufacturers need to know about the products they’re making, what licensors need to know about communicating the DNA of the brand, and what consumers are looking for,” Humblot says.

CGI gives Oggy Oggy a rich style that lends itself well to toys, she says, and because the company is working on licensing at the same time it’s developing the series, Xilam can ensure the series and products complement each other. Oggy Oggy is set to launch in late 2020, with CP expected to hit shelves at the same time. Xilam also plans to use the new series to build engagement for its evergreen brand Oggy and the Cockroaches.

The prodco is in talks with licensees for a number of categories—including toys, apparel and homeware—and exploring additional CP possibilities. In addition to her work on Oggy Oggy, Humblot will supervise consumer product activity for properties like Zig & Sharko and Paprika. “I’m arriving at the perfect time because we’re reflecting on the strategies of the past and making new plans for Oggy Oggy, all while Xilam expands into CGI.”