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Universal Rolls Out New Division to Handle Studio's Partnerships and Licensing

Posted on: Wednesday, 27 May 2009, 16:00 CDT

Universal's Corporate Alliances, Consumer Products and Theatrical and Home Entertainment Promotions to Become Universal Partnerships and Licensing (UP&L)

LOS ANGELES, May 27 /PRNewswire/ -- Executives from Universal Pictures today announced the formation of Universal Partnerships and Licensing (UP&L), a new division which joins the studio's retail focused Consumer Products Group with the division known as Universal Studios Partnerships (USP). In a move aimed at integrating and enhancing the studio's brand management and promotional partnership efforts, UP&L will now have combined oversight of all Universal's consumer product licensing, film and home entertainment promotions and corporate alliances for the studio's theatrical, home entertainment, theme parks and stage productions.

Stephanie Sperber, who currently heads USP, will run the new division and assume the title Executive Vice President Universal Partnerships and Licensing.

"Consumer Products, Partnerships and Licensing have complimentary functions so centralizing these operations makes good business sense," said Shmuger. "By putting our brand management efforts under one roof, we provide more effective servicing for our corporate partners and our studio. We're thrilled Stephanie and her team have signed on to lead this new division."

Under the new organization, Senior Vice President, Amy Taylor will oversee UP&L's North American promotions, worldwide licensing and retail development. Taylor has held senior leadership positions in both the promotions and consumer products groups. She and her team are currently spearheading sales for upcoming Universal Pictures feature films such as Land of the Lost and the classic franchise property Curious George. Her group is handling promotional activities for films developed around Hasbro products such as Stretch Armstrong and those being produced by Universal and Chris Meledandri's family entertainment and animation production group Illumination Entertainment such as Despicable Me.

Senior Vice President of brand management and marketing services for Universal Pictures David O'Connor will also oversee marketing for UP&L reporting to both Sperber and Universal Pictures President of Marketing and Distribution Adam Fogelson. The 11-year Universal veteran has been instrumental in propelling numerous Universal Pictures features into the ranks of major global film brands. O'Connor will continue to be responsible for developing content ideas and integration with NBC and its related entities and Universal theme parks.

Vice President Corporate Partnerships, Stephanie Testa will head UP&L's corporate alliances practice, which oversees long-term partnerships for Universal's film, home entertainment, theme park and stage production business units. She is responsible for the acquisition of new brand partners as well as managing relationships with the existing partners.

Sperber previously served as Executive Vice President, USP, a division she formed in 2004. Under her leadership USP made its inaugural effort to coordinate the studio's theatrical, home entertainment and corporate marketing partnerships under a single organizational structure. In 2008 alone, USP delivered over $100 million in media value for film and DVD promotions, and announced revenue generating corporate alliances with partners including GE Money, American Express and others. Additional corporate partners include Cartier, Coca-Cola, Dale & Thomas Popcorn, Gibson Guitars, Nestle Waters, Sharp and Xerox. And more recently, USP signed Fidelity Investments as the presenting sponsor of the smash Broadway hit "Billy Elliot the Musical."

UP&L will be a division of Universal Studios, part of NBC Universal. NBC Universal is one of the world's leading media and entertainment companies in the development, production, marketing of entertainment, news, and information to a global audience. Formed in May of 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80% owned by General Electric, with 20% controlled by Vivendi.

About Universal Pictures

Universal Pictures is a division of Universal Studios (www.universalstudios.com). Universal Studios is part of NBC Universal, one of the world's leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. NBC Universal is 80% owned by General Electric, with 20% controlled by Vivendi.

SOURCE Universal Pictures

Source: PR Newswire

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