Joe Lefavi
CEO General Manager @Genuine Entertainment Llc
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WORK HISTORY
CEO General Manager @Genuine Entertainment Llc
Los Angeles, CA, US
Genuine is a leading producer and brand manager of premium licensed content and consumer products for the latest & greatest franchises and fandoms.Representing licensors and licensees alike, we drive growth in strategic markets and media, packaging and producing best-selling, award-winning results alongside best-in-class partners. We work and play across all corners of pop culture - film, TV, publishing, gaming, and more - taking end-to-end accountability over the creative process from building programs and brokering deals to steering production, sales, and go-to-market strategies. Projects include:• The ALIEN RPG with Disney and Free League Publishing;• The ALTERED CARBON RPG with Skydance and Hunters;• The APEX LEGENDS board game with EA and Glass Cannon Unplugged;• The BATMAN board game with Portal Games;• Various BLADE RUNNER products with Alcon, such as the Blade Runner RPG with Free League and The Art and Soul of Blade Runner 2049 art book with Titan Books;• The CALL OF DUTY tabletop series with Activision and Arcane Wonders;• The DIABLO board game and RPG with Blizzard and GCU;• THE DRAGON PRINCE master tabletop gaming program for Wonderstorm, including the Tales of Xadia RPG with Dire Wolf and Battlecharged from Brotherwise Games;• The master tabletop gaming program for DUNE with Legendary and GF9, including Dune: Imperium with Dire Wolf, the Dune RPG with Modiphius, and the seminal Dune with GF9;• The HELLO NEIGHBOR party game with tinyBuild and Arcane Wonders;• The MUNCHKIN video game with Dire Wolf;• Myriad collabs with Paradox Interactive on VAMPIRE: THE MASQUERADE, including the comic series and Rivals expandable card game from Vault and Renegade respectively;• The licensing & merchandising program for WEBTOON with Surge Licensing;• The WHEEL OF TIME tabletop program with Sony and Dire Wolf.Click thru the case studies below to learn more!
EDUCATION
University of Michigan
Bachelor of Arts (B.A.), Film/Cinema/Video Studies
SKILLS
ABOUT JOE LEFAVI
As a licensing luck dragon and seasoned media strategist with 20+ years in corporate development, media adaptations, L&M programs, and strategic M&A ventures, I am a versatile operator and brand builder across all corners of pop culture – with numerous landmark deals under my belt and over 200 books, art books, comics, manga, video games, tabletop games, RPGs, and collectibles on the shelves. Specializing in strategic licensing programs, I\'m a leading producer and brand manager of award-winning, best-selling licensed products for beloved IP like Alien, Altered Carbon, Apex Legends, Batman, Blade Runner, Diablo, The Dragon Prince, Dune, Hello Neighbor, Jim Henson, Vampire: The Masquerade, The Walking Dead, and Webtoon. With nearly 10M+ units sold worldwide and nearly 50 top awards in the past 5 years alone, I\'ve delivered millions in MGs and tens of millions in revenue for top media companies with multiple chart-topping new releases every year. Recent wins include Game of the Year, Best Strategic Game, Best Thematic Game, Best Family Game, Best Card Game, and Best Roleplaying Game.I find purpose as a paladin of pop culture and a disruptive force of good across all markets and media – driving positive change and prosperity for the best IP, companies, and communities through strategic growth and authentic, meaningful contributions alongside best-in-class partners. Latest & greatest include:• Tabletop games for Apex Legends, Batman, Call of Duty, The Dragon Prince, Dune, Hello Neighbor, and Vampire: The Masquerade• Tabletop RPGs for Alien, Altered Carbon, Blade Runner, Diablo, The Dragon Prince, Dune, and The Walking Dead• Video games for Blade Runner and Munchkin• Art books for Blade Runner 2049• The licensing & merchandising program for WEBTOON• Comics for Thrilling Adventure Hour, Vampire: The Masquerade, and The Jim Henson Company• Marketing campaigns for Avengers, Game of Thrones, Immortals, and Temple RunClients & collabs include Activision Blizzard, Alcon, Crunchyroll, DC, Disney, EA, HBO, Jim Henson, Legendary, Marvel, Paradox, Skydance, Sony, Warner Bros, and Webtoon, among others.Working with licensors & licensees alike, I first develop the strategy, solicit the rights, and broker the deals. I then package the team and steer the creative process: facilitating approvals and applying my network and knowhow in production, sales, and marketing to make things that matter to brands and fans alike. It’s simple, really. To inspire people to love what you do, you must make all you do a labor of love.
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