Moonbug hires Ashley Maidy to lead consumer products

The former Riot Games exec will develop broad licensing programs for the company’s kids franchises, working with regional leads Joan Grasso and Francesca Gianesin.
May 14, 2024

London’s Moonbug Entertainment has recruited licensing veteran Ashley Maidy as its new managing director of consumer products.

Based in LA, Maidy stepped into the role yesterday (May 13) and reports directly to CEO/founder Rene Rechtman. She joins from Riot Games, where spent the past three years working as a global head of consumer products, overseeing licensing, DTC and publishing. 

Leading the CP team at Moonbug, Maidy will develop licensing strategies across multiple product categories plus live events, working closely with regional leads Joan Grasso (head of CP for North America) and Francesca Gianesin (head of CP for EMEA and Australia/New Zealand). 

Maidy brings more than three decades of experience to her new gig. Before Riot Games, she played a key role in establishing the licensing and partnerships unit at Activision Blizzard, where she spent nine years managing top brands like Skylanders, Call of Duty and Candy Crush, and working with key licensing partners including Mattel and Crayola. (Under Maidy’s watch, the Skylanders brand surpassed US$2 billion in global sales in 2013 and moved 175 million toys at retail in 27 months.) Her resumé also includes a decade-long stint as VP of licensing at Sony Pictures Entertainment, where she shaped L&M programs for franchises including the Spider-Man film trilogy (2002/2004/2007).

This hire comes on the heels of two other recent appointments: Manuel Reveiz  joined last week to head up Moonbug’s first LatAm office, and Courtney Holt came on board in February to steer the company’s audio entertainment business. 

In terms of its existing consumer products business, Moonbug’s licensing partners include tonies, Uniqlo, Jazwares and Disguise. And it’s working with Canada’s Spin Master on toy ranges for Blippi and Little Angel that are due to hit retail in 2025. 

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