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ZAG Continues European Expansion

ZAG Continues European Expansion

ZAG is continuing to bolster its senior executive team, appointing seasoned licensing executive Helena Perheentupa to the newly created role of VP, Licensing, Central, Eastern, Northern Europe and Russia.  The announcement was made today by Julian Zag, Executive Vice President, Global Operations.

Perheentupa joins ZAG from Mattel  in Frankfurt, Germany, where she rose through the ranks over her 13-year tenure to become Head of Licensing, overseeing Mattel properties such as Barbie, Hot Wheels, Fisher-Price, Monster High, Uno, Matchbox; and Hit Entertainment properties, Thomas & Friends, Fireman Sam, Bob the Builder, Pingu and more. Prior, she served at another blue chip giant, Procter & Gamble, with roles including  Category Manager Beauty Care and Joint Business Planning Manager, developing, planning and executing a range of long-term strategic projects for the giant’s extensive brand portfolio.

Perheentupa will spearhead the licensing and new business development efforts in region for ZAG’s portfolio of “ZAG Heroez” brands, reporting  to Kirk Bloomgarden, ZAG’s SVP, Global Licensing, and managing the company’s regional licensing agents including CPLG  (GAS,) J&M (Benelux), Planeta Junior (CEE), and Saks (Russia). 

“Europe has been and continues to be a hugely important region for ZAG, and Helena’s “boots on the ground” appointment will ensure that we are driving new business and supporting our licensees, retailers and promotional partners for ZAG’s portfolio of brands including of course our flagship brand, Miraculous – Tales of Ladybug and Cat Noir, our newest property, Ghostforce, currently in production for Disney Channel EMEA, TF1, and Discovery Kids Latin America, and a soon to be announced new IP,” commented Julian Zag. “Helena is a well-liked and well-respected industry executive and we’re thrilled to welcome her to the team.”

The 3D-CGI-animated superhero aspirational action-comedy series  Miraculous – Tales of Ladybug & Cat Noir, created by ZAG and co-produced with ON kids & family,continues to be everyone’s superhero story. The series is ranked by IMDB amongst the Top 10 Best Animated Shows in the last 20 years[1].  Most recently, a new Miraculous toy line from ZAG Labs and Playmates Toys launched across Europe where consumer demand quickly escalated as top retailers sought to keep the product in stock.  New content continues to roll-out around the world.  The second Miraculous Event Movie, Miraculous World – Shanghai – Lady Dragon, will launch in Spring 2021, season three began to roll-out in fall 2020, seasons four and five are in production for a 2022 launch, and fans are eagerly awaiting the theatrical feature, Ladybug & Cat Noir: Awakening (US$100M+ budget), which is planned for release worldwide in fall 2021 or at the beginning of 2022.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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