Melanie Humberstone-Garley has stepped into the new role of head of sales, merchandising and licensing, at ITV Studios Global Entertainment Consumer Products (ITVS GE CP) based in London.

Following a one-year stint as a licensing consultant to the company’s Consumer Products team, Humberstone-Garley will now be responsible for driving the delivery of annual budget and sales across all M&L product categories for ITVS GE CP kids’ brands in the UK, which include Babar and Matt Hatter Chronicles. She will also be responsible for negotiating licensing agreements with third-party manufacturers specializing in the publishing, softlines and food and confectionery categories.

Humberstone-Garley brings more than 20 years of licensing, retail, franchise development and promotions experience to the new role. Before joining ITVS, she was head of UK sales at Chorion, specializing in apparel and soft lines across a number of brands including Mr Men/Little Miss, Paddington, The Very Hungry Caterpillar, Noddy and Octonauts.

ITV’s Consumer Products division comprises home entertainment, promotions, licensing and publishing.