Dekel to drive licensing

Exec VP replacing Byrne at 20th

Entertainment marketing vet Elie Dekel has joined 20th Century Fox as the studio’s new licensing and merchandising chief.

Dekel replaces Peter Byrne, who is parting ways with the studio after helping build the division into a licensing powerhouse (Daily Variety, May 10).

Dekel will serve as exec VP of licensing and merchandising, handling both film and TV properties for the studio, in fields such as consumer products, publishing, TV promotions, themed entertainment and interactive gaming.

“With this studio’s gold standard properties like ‘The Simpsons’ and ‘Family Guy,’ we think there are enormous opportunities to expand our licensing and merchandising,” said 20th Century Fox TV prexy Gary Newman.

Exec joins from CAA, where he had been an agent since 2002. At the tenpercentery, he focused on marketing, brand integration and licensing for clients such as Hasbro.

Dekel also worked closely on Fox smash “American Idol” through that show’s producer, 19 Entertainment, and chief sponsor Coca-Cola, both of which are CAA clients.

Before CAA, Dekel spent 12 years at Saban, working his way up to president of Saban Consumer Products/Fox Family Worldwide. There he helped launch and manage the wildly popular Power Rangers brand.

Dekel’s credits also include stints at Mattel, Sega and Hanna Barbera.

Exec will take over the post in early June, and will manage the licensing and merchandising unit’s L.A. and London operations.

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