We delve into the licensing life of Sony Pictures Entertainment’s evp worldwide consumer products.
Jamie Stevens,
Executive Vice President Worldwide Consumer Products, Sony Pictures Entertainment
My route into the licensing industry went something like this…
I have had exciting jobs with brand leaders. My first job was producing commercials for Hills Department stores, a mass retailer. Every position I have had, has somehow been connected to retail. My path then took me to Reebok, Parker Brothers, the NFL, Disney and then Universal where I was for 16 years. I was able to get experience in marketing, promotions, retail, events and licensing which gave me a solid foundation into the business.
How many years in the industry?
Over 20 years, but who’s counting…
When I was growing up, I had no idea licensing was an industry so I wanted to be…
A TV producer.
The deal I am most proud of is…
I have such vast experience and worked on so many interesting deals, but I have to say a stand-out for me was when I worked at the NFL. I saw that there was a market for woman that was greatly underserved, so I created a marketing plan to promote and sell consumer products to that segment which made up a large part of the fan base. That programme is still happening today.
My most interesting experience in licensing has been…
Helping to grow an unknown IP (with little yellow people) into a multi-billion dollar franchise.
The best piece of advice I’ve ever received is…
Call everyone back.
If I wasn’t in licensing, I would be…
A fitness instructor.
Who do you admire most in the industry (and why)?
There are so many trailblazing women who are successfully running brands globally. It is exciting to see gender parity making important gains for women especially in consumer products and retail. I think women like Spanx founder & owner Sara Blakely and Angela Ahrendts at Apple are positive roles models who can inspire a whole new generation.
In a film of your life, which licensed character would play you?
Wonder Woman.
If I could change anything about the industry, it would be…
Create more shelf space devoted to licensed product.
