Merchantwise is delighted to announce the appointment of Jacqui Shilson-Josling and Felicity Drake, strengthening the agency’s leadership team and further expanding its world-class licensing capabilities across Australia and New Zealand (ANZ).
Jacqui joins Merchantwise as Senior Director, Licensing. She leads the Hasbro licensing portfolio across Australia and New Zealand, overseeing a powerhouse portfolio of globally recognised brands spanning preschool, family gaming, collectibles, action and fantasy entertainment including the global phenomenon PEPPA PIG, as well as iconic brands including MY LITTLE PONY, TRANSFORMERS, MONOPOLY, PLAY-DOH, NERF and HASBRO GAMES. Jacqui will also manage the rapidly expanding Wizards of the Coast universe, including DUNGEONS & DRAGONS and MAGIC: THE GATHERING – two of the world’s most influential fantasy gaming brands with growing opportunities across consumer products, retail, experiential and lifestyle licensing.
Joining from BBC Studios ANZ, Jacqui most recently served as Head of Licensing for Bluey, Doctor Who and franchise brands. Having played a leading role in the extraordinary commercial growth and cultural impact of Bluey, Jacqui helped to build one of the most successful and culturally significant consumer products programs in Australian history. Her career has included senior licensing and publishing roles with Scholastic Australia and extensive experience across apparel, FMCG, publishing, retail activations, promotions and strategic brand partnerships.
Felicity joins the team as Director Partnerships and Promotions. In this role she will develop the Merchantwise partnerships strategy for licensed promotions across the extensive brand portfolio for key categories including QSR, retail and location based entertainment. She will drive the engagement and support of priority promotional partners and lead exploration and ideation of brand collaborations.
Felicity has led partnerships across multiple movie studios for their biggest IP as well as collaborations for specialty content. Most recently she headed up promotions and trade marketing across ANZ for Universal and Warner Bros, supervising tie-ins including for Barbie, Wonka, Wicked, A Minecraft Movie and Wuthering Heights. Prior to this, she managed partner strategies for Sony Pictures Releasing film franchises including Spider-Man and James Bond. Her partner innovation spans QSR, travel, luxury, fashion, beauty, FMCG, retail, education, loyalty and technology.
“I am delighted to be welcoming Jacqui and Felicity to the Merchantwise team. Jacqui is one of the most respected and accomplished licensing executives in the Australian market and brings with her experience leading major global brands, a strategic mindset, commercial acumen and strong industry relationships. We are thrilled to have her leading the Hasbro portfolio. Felicity is a highly experienced entertainment marketer who joins us with skilled stakeholder management and extensive industry relationships. Her passion for creating meaningful brand partnerships has delivered success across cinema box office, major cultural moments and consumer product sales, and we are excited to have her on the team to drive partnerships and promotions across our brands.”
Merchantwise Group CEO Alan Schauder
“Merchantwise has an outstanding reputation for building innovative, best-in-class licensing programs. The Hasbro portfolio boasts some of the world’s most loved and enduring brands, and I’m excited to join the team and help drive the next phase of growth and innovation across the region.”
Merchantwise Senior Director, Licensing Jacqui Shilson-Josling
“Having partnered with Merchantwise for years I’m delighted to join the company. We have among the best IP available for creative collaboration across toys, games, television and movies. I’m thrilled to spearhead promotions for such a robust library of entertainment, growing the scope of our brands and impact for our important partners.”
Merchantwise Director Partnerships and Promotions Felicity Drake
