Banijay Rights, the global distribution arm of content powerhouse Banijay Entertainment, today announces the appointment of Leila Loumi as VP Licensing.

Leila will be responsible for executing Banijay Rights’ licensing and merchandising strategy across Banijay Entertainment’s key brands, which includes MasterChef, Peaky Blinders, Black Mirror, Rogue Heroes, Simon’s Cat, Deal or No Deal, Big Brother and Survivor.

An experienced senior executive, Leila was formerly Global Senior Director of Licensing at brands agency Licensing Matters Global. Prior to this, she held senior licensing positions at media companies and agencies including WarnerMedia, Turner Broadcasting System and Beanstalk.

Based in London, Leila will report into David Christopher, Group Director, Licensing and Merchandise, Banijay, who said: “With more than 20 years’ global experience in licensing, strategic partnerships, sales, strategic retail placement and marketing, Leila is an accomplished all-round senior executive with a unique perspective on the industry. We are excited she’s joining our team as we look to expand our licensing business this year.”

Leila Loumi, VP Licensing, Banijay Rights, added: “Banijay Rights has a fantastic reputation in the global licensing space, so I’m absolutely thrilled to join this team at what is a pivotal time for business. I can’t wait to get started.”

Led by CEO Cathy Payne, Banijay Rights represents a world-class, multi-genre portfolio of standout programming including Survivor, Big Brother, MasterChef, Peaky Blinders, Rogue Heroes, Marie Antoinette, Grantchester, Mr Bean and Black Mirror.