Agoura marketing exec promoted

Michael Peikoff

With more than 20 years of entertainment licensing, marketing, business development and communications experience, including a career that began at Fox Broadcasting Company, Michael Peikoff of Agoura Hills has been promoted to senior vice president of licensing and merchandising for 20th Century Fox.

Since joining the company as VP of licensing and merchandising in October 2005, Peikoff has played an instrumental role in furthering both the revenue and licensee base for such brands as "The Simpsons," "24," the "Alien" franchise, archival intellectual properties from "MASH" and "The Princess Bride" and the Fox Sports licensing program.

Under Peikoff, the Fox Sports initiative now includes more than 15 licensees for apparel, toys, publishing and recreation equipment, with distribution channels at retail including mass, midtier, sports specialty and e-commerce already established.

Peikoff also was a member of the original marketing team that helped launch the Fox shows "21 Jump Street" and "Married With Children."

Peikoff spearheaded licensing initiatives and communications efforts at Warner Bros. Consumer Products for theatrical properties including the "Batman" films and "Space Jam."

While at Warner Bros., Peikoff was charged with developing licensing and merchandising programs for such films as "Bridges of Madison County," "Tin Cup" and "Mars Attacks."

He also developed and managed the "Friends" and "ER" television licensing campaigns.