Lionsgate Taps Ex-DreamWorks Consumer Products Head to Grow Movie Tie-Ins

Kerry Phelan will turn film franchises like 'The Hunger Games' into new revenue streams

Lionsgate has tapped former DreamWorks Animation consumer products head Kerry Phelan to turn its movie franchises into new business lines.

The hire follows Lionsgate unveiling plans to turn its The Hunger Games movie franchise into theme park attractions. Phelan, who becomes executive vp global franchise management and strategic partnerships, will focus on film franchises, while also turning TV, home entertainment, Pantelion and Codeblack film brands into new revenue streams.

"From LEGO to Star Wars and Pixar to DreamWorks, she has established herself as a master strategist who knows how to make global brands even bigger and more successful, and she will be an invaluable addition as we expand the palette of opportunities for our Hunger Games, Divergent and other franchises," said Lionsgate chief marketing officer Tim Palen in a statement on Thursday.

Phelan joined DreamWorks in 2007, and before that completed executive stints at Pixar, Lucasfilm and LEGO Systems.