British toyco Toikido has bolstered its commercial team with the addition of former Sanrio Global executive Sabrina Segalov as its first international licensing director.
In her newly created role, Segalov is tasked with developing global licensing programs for Toikido’s in-house brands, including Roblox-first IP Piñata Smashlings and PeaKeeBoo, an upcoming preschool-skewing short series with Moonbug Entertainment. She joined the toyco earlier this month, and will work closely with chief commercial officer Will Ochoa and US managing director Darryl Lai.
Prior to Tokido, Segalov spent eight years at Sanrio as a senior licensing manager. During her tenure, she developed and executed global licensing programs for iconic kawaii characters including Hello Kitty, Cinnamoroll, My Melody and Pompompurin. Segalov has also worked in licensing roles at 20th Century Fox, Marvel Entertainment and LazyTown Entertainment.
Following the launch of Piñata Smashlings on Roblox last year, the game has been played more than 2.2 million times. Toikido has signed several licensing deals recently to build it into a brand, bringing in PMI Kids’ World (toys and collectibles) and The Panini Group (stickers and trading cards) as early partners, and inking an in-game partnership with family entertainment center operator Chuck E. Cheese last year.