Nickelodeon & Viacom Consumer Products has appointed its first-ever Moscow-based licensing executive; Petia Toncheva has been named as senior licensing manager for Russia and CIS.
Toncheva’s appointment marks a major push by the broadcaster to extend its brands in emerging markets.
In her new role, Toncheva will manage and develop licensing programs across the Nickelodeon, Comedy Central and MTV portfolios for the Russian and CIS markets. She will work directly with retailers and licensees, as well as with Viacom International Media Networks’ Russian licensing agent, Riki Group.
Toncheva is tasked with ramping up the consumer products business for new properties such as Teenage Mutant Ninja Turtles and Bubble Guppies, as well as evergreens like Dora the Explorer and SpongeBob SquarePants. She will also drive development of the MTV brand in the region.
Toncheva joins NVCP from the cosmetic brands company Clever Company where she led licensing efforts.