Spin Master has hired veteran brand strategist Maryellen Zarakas as its new SVP of consumer products and franchise development.

Zarakas started in her new role earlier this month, and is spearheading the Toronto-based toyco’s licensing programs, retail development and business partnerships, initially focusing on building out its Vida the Vet and Toca Boca brands. She reports to Spin Master Entertainment president Jennifer Dodge and is based in LA. 

Fresh off a two-decade stint at Warner Bros. Discovery, Zarakas most recently served as SVP of franchise development (2020 to 2023), overseeing the long-term growth of the DC portfolio and developing new marketing strategies for Harry Potter, Scooby-Doo and The Lord of the Rings. She started at the studio as VP of TV and studio licensing, taking on more responsibility as she moved up the ranks into positions such as SVP of worldwide marketing and TV licensing and then SVP of franchise management and marketing. 

Prior to WBD, Zarakas spent 10 years in a VP of Disney Consumer Products role (1993 to 2003), developing and executing sales strategies that generated more than US$300 million annually in the North American market. 

Besides Vida the Vet and Toca Boca, Spin Master’s portfolio boasts several other brands that are ripe for franchise-building, including Unicorn Academy, Rubick’s, Sago Mini and Air Hogs. The toyco’s anime-style collectibles game Bakugan is also being adapted as a live-action feature film that will be directed by Brad Peyton (Rampage, San Andreas) and produced by Spin Master Entertainment.