Film and TV studio Warner Bros. has hired Pam Lifford to lead its consumer products division, where she will take over for longtime executive Brad Globe when he retires in February.
Lifford will oversee the Burbank studio's portfolio of properties for licensing and merchandising, including Batman, Superman, Harry Potter and the Hobbit. The consumer products segment covers businesses such as toys, games and theme park attractions.
She will report to Diane Nelson, who also runs the company's DC comics and video games divisions.
Warner called Lifford a veteran of the consumer products industry, citing her 12-year stint at the Walt Disney Co.
Her most recent job was at the Orange County surfwear company Quiksilver Inc., which filed for Chapter 11 bankruptcy protection for its U.S. business in September.
She has also held positions at Road Runner Sports and Nike.
"Pam is a highly accomplished licensing and consumer products executive and will be a tremendous asset to our company," Nelson said in a statement.
Lifford will also oversee Warner's theme park business, which includes The Wizarding World of Harry Potter at Universal Studios.
Warner announced in August that Nelson's duties would expand to include consumer products in anticipation of Globe stepping down.
Globe led the licensing and retail strategy for the company's biggest franchises, including "Harry Potter," for more than a decade.