Endemol has hired former FremantleMedia and IMG exec Olivier Gers to run its new licensing and merchandising division, Endemol Worldwide Brands. Endemol USA exec Joerg Bachmaier has been appointed general manager of the US unit of the brands division.
Worldwide Brands will exploit Endemol brands across all licensing and merchandising categories and will invest in games applications and social gaming.
Endemol said there will be two more executive appointed to the Brands division soon.
Gers was previously at IMG where he was latterly Commercial Director, IMG Entertainment and led the company’s move into branded production. Before that he was general manager at FremantleMedia Licensing Worldwide.
“Endemol is perfectly positioned to launch a successful international business in this space,” Gers said.
Endemol chief commercial officer Tom Toumazis said: “The launch of Endemol Worldwide Brands represents another significant step forward in our ongoing strategy for growth; one which we believe will add considerable value to our IP.”