Hasbro has tapped Lisa Licht as its point person in Hollywood as it moves to adapt more of its toys into film, TV and other entertainment properties.
Licht will serve as general manager, entertainment and licensing, a newly created position.
She was most recently exec VP, global marketing partnerships, for 20th Century Fox.
Hasbro, which is based in Pawtucket, R.I., has been seeking for some time an exec to be based in Los Angeles and oversee its entertainment efforts. But the search was kicked into high gear this summer when “Transformers” took in $703 million worldwide. The company is moving forward with a sequel, as well as a feature adaptation of its G.I. Joe action figure line, both at Paramount.
Until now, the duties Licht is taking up have been handled mostly by Hasbro chief operating officer Brian Goldner.
The William Morris Agency reps Hasbro and has been aggressively looking to package filmmakers with the toymaker’s other popular properties, such as Monopoly, Ouija, Candy Land, Clue and Trivial Pursuit, and turn them into films, TV shows and videogames.
Licht is no stranger to the toy biz. Before joining Fox, she was VP of marketing at Mattel, where she managed the Barbie doll toy line worldwide.
At Fox, she was senior VP of feature film promotions and field operations and senior VP of marketing, licensing and merchandising before becoming exec VP.