Quebec City-based kids IP developer Epic Storyworlds is launching Freeground, an online experience studio focused on fan engagement through experiences on game platform Roblox.

The new subsidiary is also based in Quebec City and co-founded by Steve Couture, who is the CEO on a team that also includes Laurent Mercure as studio director. Couture and Ken Faier founded Epic Storyworlds, which is a sister company to Faier’s Epic Story Media.

Roblox targets the six-to–14-year-old demographic, according to a news release. Freeground’s services for experiences on the platform include research and development, content production, marketing, post-launch operations and monetization strategies.

The studio’s first collaboration is with Orlando, Fla.-headquartered global entertainment development company Falcon’s Beyond, with which it’s developing a virtual theme park and games based on its Katmandu IP as well as its brick-and-mortar entertainment destinations. The “Roblox experience will be unlike anything players have seen before,” said Jason Ambler, president of digital media at Falcon’s Beyond, in a statement.

Couture was previously CEO of Frima, a virtual worlds developer for kids, with projects including Bearville, Littlest Pet Shop Online and Skylander’s Universe. He said Roblox is an essential platform on which brand IP owners who are looking to engage with the younger generation should start thinking about establishing a presence.

“With the launch of Freeground, we’re building upon the existing strength of the Epic Story group of companies and its capacity to develop global and creative franchises by offering companies a chance to capitalize on the significant opportunities that Roblox presents, while ensuring the players are front and centre of everything we create,” he added.

Freeground makes the Epic Story group of companies “the most complete 360-degree offering for kids’ brand management,” added Faier, founder and president of Epic Story Media.