The Wallace and Gromit creator has announced a new division which encompasses its marketing, licensing and international TV distribution departments - Aardman Rights.
The new arm has been set up to market and sell Aardman content across all media and it will seek to expand its IP portfolio by representing third party properties.
Goodchild will work alongside Helen Neno as licensing manager. Goodchild joins later this month from Smoby. He also had a successful stint at Radica.
"We wanted to create a more efficient and focused sales and marketing division to drive forward the exploitation our own properties, as well as third party rights across multiple platforms," commented Miles Bullough, Aardman's head of broadcast.