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The Brand Liaison Adds Disney and Hasbro Alum Anita Castellar


Castellar will join Brand Liaison at Licensing Expo

Anita Picture CaptureNew York, NY – May 7, 2018: The Brand Liaison is proud to announce the appointment of toy industry veteran and co-chair of the Women in Toys central Florida Chapter, Anita Castellar, who will manage special projects including ideation, product development and licensing of unique intellectual properties tied to character and entertainment brands.  Anita will be joining The Brand Liaison at Licensing Expo in Las Vegas May 22-23-24, Booth F-154.
Throughout her career, Anita Castellar has created leading retail programs and product development strategies for some of the world’s most popular franchises including Disney/Pixar characters, and Star Wars, being closely tied to the Star Wars franchise and its fandom for over 20 years.   Anita began her career as product developer in the Toys category for the Disney Theme Parks and later joined Hasbro as Global Brand Manager managing the Star Wars master toy line, later moving to the Lucasfilm licensing team leading the hardlines licensing business for the Star Wars and Indiana Jones franchises.
“Anita’s ability to identify unique products and position them for retail success is uncanny.” Explained Steven Heller, President of The Brand Liaison.  “As our company continues to grow, we identified a need for someone with a combination of product development, ideation and implementation skills.  Anita has it all!”
“I am sad to be leaving Disney but I am looking forward to greater challenges and a broader spectrum of work.  The Brand Liaison platform provides me with the ability to utilize my talents across all sectors and retail channels.”   Explained Castellar.
About The Brand Liaison:
The Brand Liaison is a boutique licensing agency focused on creating new revenue streams for our clients through licensing, strategic partnerships and other brand extension programs.  For licensors, our goal is to commercialize opportunities that will extend our clients’ brands into cohesive product categories to maximize their licensing potential.  For manufacturers, we assist in acquiring brands and developing strong licensing programs in order to create long term retail success.  In each case, we work closely with our clients to ensure that our brand extension activities compliment the strategic goals and objectives of each client and brand that we represent.

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