Toronto’s 9 Story Media Group has launched a new dedicated consumer products division, entitled 9 Story Brands, which will combine the prodco’s licensing efforts with those from Out of the Blue Enterprises, which 9 Story Media Group acquired in January.

The division will be co-managed by 9 Story’s VP of consumer products, Kristin Lecour, and Out of the Blue’s consumer products VP, Kyra Halperin, both of whom will report to 9 Story CSO Natalie Osborne. Lecour will lead global licensing and CP efforts, while Halperin will direct all U.S. initiatives.

The division’s portfolio includes brands like Daniel Tiger’s Neighorhood (pictured), Super Why!, Peg + Cat, Luo Bao Bei, Wild Kratts, Nature Cat and Colorforms. The newly created consumer products group, which will officially launch at next week’s Licensing Expo in Las Vegas, will focus on building kids brands both on and off-screen, and coordinating brand management with TV/digital distribution teams and third-party IP owners, licensees and retailers.

In addition to the newly minted division, 9 Story Media Group has also redesigned its corporate logo, marketing assets and website. The brand refreshment follows a number of acquisitions for the prodco, including the purchase of Irish animation studio Brown Bag in 2015, which led to 9 Story officially bringing its Toronto animation studio under the Brown Bag banner last year. 9 Story Media Group has operations in Toronto, New York, Dublin and Manchester, with a global staff of more than 600 employees.