HOLLYWOOD, Calif.—Twentieth Century Fox has appointed Gary Rosenfeld to the position of Senior Vice President of New Media Licensing, a role with oversight of the studio’s portfolio of video game projects and management responsibility for Twentieth Century Fox Licensing & Merchandising’s (Fox L&M) games development staff.

Rosenfeld will explore opportunities in the growing PC online game space and investigate new business models and partnerships in the console publishing area. A handful of Fox properties will make it to the top of his list as he begins this new endeavor, starting with the studio’s major upcoming film releases and television brands, including Avatar, Night at the Museum – The Battle Of The Smithsonian, Ice Age 3, Dragonball, The Simpsons and Family Guy.

Prior to joining Fox L&M, Rosenfeld was a business development executive at video game publisher THQ Inc., where he managed the worldwide activity for product acquisitions and licensing. In total, Rosenfeld brings more than 15 years of interactive and licensing experience to the position.

“Gary has a phenomenal background in new media and video game licensing and will bring a wealth of knowledge and insight to our team. We’re looking forward to his leading our group into brave new territory as we expand our video game business,” said Elie Dekel, , Fox L&M’s Executive Vice President of Licensing and Merchandising.