Vienna is a consumer products and franchise development leader with extensive experience transforming kids and family IP into global brand ecosystems. Before joining Thunderbird, she worked across major entertainment and lifestyle brands at Warner Bros., Hasbro, and Dr. Seuss Enterprises, where she launched new IP, repositioned and transformed existing brands, and expanded franchises through creative development, consumer products strategy, retail programs, and partner initiatives. At Thunderbird, Vienna leads consumer products across toys, publishing, apparel, and lifestyle categories, shaping the franchise positioning that guides category, creative, product, and retail strategies and supports each IP’s long-term potential. Her work spans category and licensing strategy and the development of programs that extend the brand across consumer touchpoints. She oversees initiatives from early opportunity assessment through partner engagement and program delivery, ensuring that content, product, marketing, and retail plans stay aligned and build toward cohesive franchise growth. Vienna evaluates emerging IP by looking at franchise potential, including consumer products opportunity, audience relevance, market white space, competitive landscape, and commercial potential. She pairs this evaluation with a Brand DNA framework that defines the IP’s functional and emotional benefits, values, and consumer promise, guiding franchise and consumer products planning across categories and regions. She collaborates with production and creative teams, marketing and retail partners, as well as global licensees and retailers, to bring franchises to market in ways that connect with families and build long-term value.

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