Fox names senior licensing vp

CENTURY CITY, Calif. Fox Broadcasting Company announced today that Michael Peikoff has been promoted to the position of senior vp of licensing and merchandising for 20th Century Fox Licensing & Merchandising. He will report to Elie Dekel, evp of licensing and merchandising.

Formerly the vp of licensing, Peikoff’s role will be expanded to include management of all internal and external communications for the licensing division as well as overseeing the company’s retail marketing and licensed promotions initiatives in the United States. Accordingly, Jeff Shapiro, vp of retail marketing and Howard Nelson, vp of worldwide promotion will report directly to Peikoff.

Since Joining 20th Century Fox licensing and merchandising in October 2005 Peikoff has managed the U.S. licensing team across several business categories including softlines, hardlines, gift & novelty, domestics, health &beauty and worldwide publishing.  Peikoff has played an instrumental role in furthering both the revenue and licensee base for such marquis brands as ‘The Simpsons”, “24”, the “Alien” franchise, archival intellectual properties from “Mash” to ‘The Princess Bride”, and the rapidly growing Fox Sports licensing program.  Under Peikoff, the Fox Sports initiative now boasts over fifteen licensees from apparel to toys, publishing and recreation equipment with key distribution channels at retail  including mass, mid-tier, sports specialty and e-commerce already established.