THE BIG GIG: Global head of consumer products at Miraculous Corp

PREVIOUSLY: Head of global consumer products and franchise marketing at Mattel

LASTING LEGACY: Nowicki has spent her career expertly steering consumer products and brand strategy for the likes of Universal Studios (VP of softlines licensing) and 20th Century Fox (EVP of global licensing sales and retail). Her kids industry experience dates back to 1987, when she joined Disney to oversee softlines for its film and TV brands. “The first property I licensed was The Little Mermaid. After that, I was hooked—pun intended!” she recalls. In her most recent gig at Mattel from 2020 to 2022, she closed many major deals, including one that put Barbie in a Super Bowl commercial.

FRESH PROSPECTS: With her high-profile track record, it’s no surprise that Nowicki is now spearheading one of the biggest kids brands of the last decade. Since October 2024, she has been leading a global team overseeing all commercial aspects of the Miraculous consumer products program and helping the brand extend its reach.

The IP turns 10 this year, and Nowicki is busy finding untapped markets and opportunities that could shape the next decade of its licensing business, which already encompasses more than 400 partners. One possibility is the Asian market, where Nowicki sees limited CP penetration for Miraculous, despite the content performing well there. To address this gap, she and her team are making a regional push in publishing, digital games, apparel and accessories.

MINING MIRACULOUS: While working on the Peanuts brand as an EVP from 2017 to 2020, Nowicki developed expertise in location-based entertainment, and now she’s hoping to leverage the adventurous themes and romantic appeal of Miraculous to attract partnerships in the LBE space. “We are exploring touring shows, as well as 4D and VR attractions, to highlight the stunning animation and bring the magic of Miraculous to life,” she says.

She’s also taking a two-pronged approach to Miraculous marketing and consumer products. “[The show’s earliest audiences] are now older teens and young adults who still love the brand. We believe it’s important to satiate older fans, while continuing to introduce the franchise to our youngest demographic segment of kids.” Nowicki sees fashion as a key licensing avenue to reach this wider audience, since the show’s protagonist is an aspiring fashion designer.

This story originally appeared in Kidscreen’s Q2 2025 issue.