Endemol Shine names new SVP Licensing

Amber Sheppo will oversee North American business in new role, as former licensing head Tamaya Petteway moves focus to branded partnerships

Written by Rhys Thomas

Posted 14.08.2019 | Consumer Product

Endemol Shine names new SVP Licensing thumbnail

Endemol Shine North America has named veteran licensing executive Amber Sheppo as its new Senior Vice President, Licensing.

 it was announced today by Ben Samek, President & Chief Operating Officer, Endemol Shine North America.

In her new role, Amber will be responsible for the development of creative licensing partnerships and live events, while overseeing product development around the company’s non-scripted and scripted series in North America. She will also work closely with Endemol Shine Group’s Brand Licensing team to develop licensing opportunities for the company’s top series globally.

Amber takes over leadership of Endemol Shine North America’s licensing team from Tamaya Petteway, who has served as the studio’s SVP of Brand and Licensing Partnerships since June 2015. Tamaya will now serve as SVP, Brand Partnerships, focusing on expanding brand partnerships efforts for Endemol Shine North America on series including MasterChef, Deal or No Deal, LEGO Masters and The Biggest Loser.

“Amber brings a wealth of licensing experience from across the TV industry to our team here at Endemol Shine North America,” says Ben Samek, President & Chief Operating Officer, Endemol Shine North America.

“In her new role, Amber will not only be leading all of our licensing development and partnerships here in North America, but she’ll also be working closely with the team at our parent company Endemol Shine Group looking to create global licensing partnerships across all of our top series. We have had a lot of success developing meaningful partnerships with major brands across many of our shows and we’re thrilled that Tamaya will continue leading our expanded efforts in this space going forward.”  

Tamaya Petteway


Jane Smith, Group Director, Brand Licensing & Gaming, Endemol Shine Group, says: “Bringing Amber into the team underlines our commitment to building a truly global brand licensing business across our great IP portfolio. We have a strong network of licensing teams across the world and by working ever more closely together can unlock further value and opportunities for our brands. Amber will be a key member of this team, bringing experience and insight of both the U.S. and international markets to our business.”

Amber adds: “I am thrilled to be joining the Endemol Shine family. I am looking forward to extending the reach of the many beloved scripted and non-scripted programs in our portfolio through unique products and experiences, as well as working with our talented teams around the world to build a truly global licensing division.”

Before joining Endemol Shine North America, Amber served as Vice President, International Licensing at 20th Century Fox, until its recent purchase by Disney, where she built international consumer products programs across Fox’s top film and TV titles including The Simpsons as well and classics like The Devil Wears Prada. Prior to that she oversaw licensing and marketing for top properties at Sony Pictures, Saban Brands and Nelvana Entertainment.


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