Joy Tashjian has been promoted to president of DIC Merchandising Enterprises, the merchandising subsidiary of production company DIC Animation City.
Tashjian had been VP of the merchandising area since last year, having launched the unit in 1982 and run it for six years before leaving to take a position at licensing firm Entertainment Trademark Consultants.
In conjunction with the promotion, DIC announced a new cross-promotional arrangement with Quaker Oats for the animated character Inspector Gadget to appear on 12 million boxes of Life cereal as part of a four-month tie-in campaign. NBC will air a prime time “Inspector Gadget” Christmas special Dec. 4.
DIC said it’s expanding the merchandising operation because of an increased number of product licenses handled through the unit.