Universal Pictures has upped Amy Taylor to exec veep of Universal Partnerships and Licensing.
The promotion comes as Best Buy and IHOP are helping get “Despicable Me’s” yellow Minions in front of audiences through separate marketing campaigns, which has boosted the pic’s appeal.
Taylor has been securing promotional partnerships and other marketing deals for the studio for the past 13 years.
She most recently was senior veep.
Under her new title, Taylor will continue to oversee UP&L’s North American promotions, worldwide licensing, worldwide digital and interactive activities, and retail development for Universal Pictures and Focus Features.
That includes deals for new films, as well as library fare like “Curious George” and “Scarface.”
“Amy has played an integral role in securing some of the largest and most innovative licensing and promotional partnerships in Universal’s history,” said UP&L president Stephanie Sperber, to whom Taylor reports.
Popular on Variety
“She and her team have led the way in developing and implementing retail and licensing programs that have raised the profile of our films,” Sperber added.
In addition to shepherding the promotion and licensing deals for Universal and Illumination Entertainment’s toon “Despicable Me,” Taylor’s team is brokering promo pacts for “Battleship” and “Stretch Armstrong,” based on Hasbro’s toy franchises.
In the past, corporate brands she’s dealt with include American Express, Volkswagen, Coca-Cola, Cartier, GE Money, Sharp and Xerox.