WildBrain has hired Lorna Withrington (pictured) to lead the Halifax-based media company’s original animation slate.

The newly created role of VP, development – animation, based in Toronto, will see the former Spin Master and Entertainment One (eOne) exec driving WildBrain’s strategic plans for original animated series.

Withrington is also responsible for expanding the company’s current IP into successful franchises. The role reports to Stephanie Betts, EVP content and current series.

Withrington has years of previous experience developing, acquiring and producing successful children’s IP. She most recently served as director of development at Spin Master and has held management roles at eOne and HIT Entertainment/Mattel. She has worked on properties such as PAW Patrol, Peppa Pig, PJ Masks, Thomas & Friends, Fireman Sam and Bob the Builder.

“As we continue investing in creativity and talent to drive our expanding slate of premium animation, it’s fantastic to welcome an executive with Lorna’s qualifications to our growing content development team,” said Betts in a statement. “Lorna brings an impressive history in proven franchise brands and a strategic vision that will ensure our slate remains innovative and relevant to today’s audience.”

WildBrain has continued to build out its content slate, striking a deal with Netflix to produce a new Sonic the Hedgehog series, titled Sonic Prime, and expanding its partnership with Apple TV+ to create more Peanuts content.

On the commissioning side, WildBrain-owned Family Channel recently renewed live-action children’s series Malory Towers for a second season.