Joann Acevedo

ViacomCBS CP ups Joann Acevedo

Acevedo will lead softlines licensing strategy and growth for ViacomCBS properties including PAW Patrol and SpongeBob SquarePants.
January 17, 2022

Veteran Viacom executive Joann Acevedo (pictured) has been promoted from VP to SVP of softlines licensing for North America at ViacomCBS Consumer Products.

In her new role, Acevedo will oversee strategy, growth, existing partnerships and new business opportunities in all softlines categories, including apparel, accessories and home furnishings, for ViacomCBS properties such as PAW Patrol, Blue’s Clues & You!, SpongeBob SquarePants and Star Trek.

She will also work with the Toronto-based ViacomCBS consumer products team to expand the softlines business in Canada, as well as focusing on exclusive campaigns for specialty and department store retail accounts.

Acevedo is based in New York and will continue to report to Jose Castro, SVP of softlines, fashion and lifestyle licensing and global collaborations.

As VP, Acevedo and her team generated record growth for theĀ division by securing new partnerships for key franchises; doubled its presence on e-commerce platforms; launched the first-ever subscription box service for ViacomCBS properties; and set up a reusable face mask program featuring Nickelodeon characters for non-profit Save the Children’s COVID-19 domestic and global response initiative.

She started her career at Viacom in 2003 as an apparel coordinator with Nickelodeon Consumer Products.

In other ViacomCBS news, actor/EP Jace Norman (Henry Danger) signed an overall deal with Nickelodeon that will see him develop, executive produce and star in original content for ViacomCBS companies including Nickelodeon Studios, Awesomeness Studios and Paramount+. The first project to come out of the partnership will be an original Henry Danger live-action movie for Paramount+ that is due to start production later this year. Nickelodeon recently signed a similarĀ overall deal with 13-year-old social media star and hip-hop artist Alaya High, aka That Girl Lay Lay.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at



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