The global licensing community is powered by an incredible group of professionals whose diverse backgrounds and creative energy drive innovation and excellence. Each week we profile one of these professionals in this ongoing series.

How did you get into licensing (or how did licensing find you)?
A couple of decades ago, I began my career as a TV Formats Manager at Boca Boca Producciones, one of Spain’s leading entertainment production companies. We worked on formats like The Alphabet Game, which we adapted into the iconic Pasapalabra. That early exposure to format rights, brand adaptations, and international IPs sparked my interest in the licensing business, which eventually led me to build a career connecting content and audiences through brand extensions—particularly in gaming.

What’s a “typical” day in your current position?
On one hand, I oversee Feenix Studio, where we develop gaming experiences—often based on beloved IPs—especially on platforms like Roblox. Our most popular project to date is Paddington: Mission Marmalade, a delightful translation of the brand’s universe into a beautifuñ game. A typical day involves a mix of creative brainstorms, partner meetings, reviewing production roadmaps, structuring deals, and guiding our team through live operations. On the other hand, I also run my own consulting firm—a boutique agency specializing in IP brand extension, licensing strategy, and interactive experiences.

What’s your biggest personal or professional accomplishment?
Professionally, I’m proud to have played a role in shaping the intersection between licensing and gaming. From structuring automotive brand deals for Gameloft’s Asphalt franchise to producing the Paddington Bear experience in Roblox, seeing iconic characters come to life in new formats is incredibly rewarding. On a personal level, being recognized as a Top Woman in Games and mentoring young women as a Women in Games Ambassador are honors that truly mean a lot to me.

What are the most significant trends or changes that you’ve seen in the business in recent years?
Fandom and transmedia storytelling have transformed the landscape. Today, IP must live across multiple touchpoints—TV, toys, games, and social media—to fully engage with audiences. Gaming, in particular, has become essential. It’s no longer an afterthought in licensing—it’s often where fandom starts or deepens.

What keeps you up at night? What’s your biggest challenge these days?
Striking the right balance between creative authenticity and commercial viability. When co-creating experiences with IP owners, ensuring we remain true to the brand while delivering something fresh and engaging for digitally native audiences is an ongoing challenge.

In your opinion, what is the top skill every licensing executive should have in order to succeed?
What I call “translation superpowers.” You must be able to deeply understand a brand’s DNA and translate it into product and experience goals that also meet business objectives. Connecting the dots between partners with different perspectives and incentives is crucial.

What’s the best piece of advice you’ve ever received, or what’s your favorite quote?
“My lack of knowledge is vast,” by Jarvis Cocker. It reminds me to stay humble and curious—there’s always more to learn in this industry. On a more pragmatic note, I also live by “It’s not signed until it’s signed.”

What is your favorite licensing deal of all time? (It doesn’t have to be one that was signed by you.)
One that’s very close to my heart is the deal I signed through my agency, MPB Licensing, to represent Molang, a feel-good, gender-neutral, and culturally universal character that has captured hearts around the world. This year marks Molang’s 10th anniversary, and we’re celebrating it with something truly special—the launch of its very first video game! Seeing this beloved character make its debut in interactive entertainment has been incredibly exciting. Bringing Molang’s joyful, inclusive spirit into gaming is exactly the kind of brand extension I love working on.

If you weren’t in licensing, what would you be doing now?
Writing stories!

The last licensed product I bought was…
Too many gifts for my family (and a few for myself!) from the MoMA Design Store in New York. I couldn’t resist!