Universal Products & Experiences (UP&E) has named Ashley Maidy Senior Vice President, North America Consumer Products & Global Partnerships, reporting to Rafa Macias, Executive Vice President, Global Consumer Products & Games, Universal Products & Experiences.

In the role, Maidy will lead consumer products strategy across the U.S. and Canada while overseeing UP&E’s portfolio of global partners. She will be responsible for driving commercial growth, expanding franchise reach, and strengthening strategic partnerships across retail, licensing, promotions, and category management to deepen fan engagement and unlock new opportunities for the company’s brands.

Maidy joins UP&E with extensive experience building consumer products, licensing and partnership businesses for some of the world’s most recognizable entertainment, gaming and children’s franchises, including Spider-Man, Power Rangers, Skylanders, Call of Duty, League of Legends, Arcane, CoComelon and Blippi. Her career includes leadership roles at Moonbug Entertainment, Riot Games, Activision Blizzard and Sony Pictures Consumer Products.

Rafael Macias, Executive Vice President Global Consumer Products & Games, Universal Products & Experiences, said:

“Ashley brings deep commercial expertise and a proven track record of building franchises and strategic partnerships that drive fandom. I’m excited to have her join the team as we continue to create new opportunities for our partners and accelerate growth across our portfolio.”