Magnus Hollo has joined Sony Pictures Home Entertainment (SPHE) in the newly created position of managing director of worldwide licensing.

Based at SPHE’s European headquarters in London, Hollo is charged with maximising revenues earned existing licensing partnerships and developing third party distribution and revenue opportunities in markets where the studio does not currently operate.

Hollo arrives from Sony Retail Services, a joint venture between Sony DADC and Sony Pictures, which offered demand planning and vendor management services to retailers and publishers. Prior to SRS he worked at Paramount Home Entertainment International as senior vice-president of international sales and later as managing director, Nordics and emerging markets.

“Given the rapid transformation of our business in recent years, licensing has become an area of increased focus for SPHE,” the company’s executive vice president of worldwide operations Aodan Coburn, to whom Hollow ill report, said.

“With his strong strategic business expertise and proven track record within the industry, Magnus will be instrumental in our efforts to extend the studio’s leadership position in the market.”