Looking to expand the reach of Genie in the House since the announcement of a feature-length film trilogy, indie producers Moi j’aime la télévision and Helion Pictures have brought on John Collins as the property’s brand consultant.

MJTV’s recently launched its own licensing division and Collins will be working alongside consultant Alexandre Mayaud on Genie in France. He’ll also be working with MJTV’s Phil Ox and Helion’s Steven Bawol to exploit the Genie brand across merch and other media, including music and book publishing, video games, toys, homewares, stationery and education language learning.

Collins comes to his new role as a brand and marketing consultant, with nine years at BBC Worldwide and Chorion, where he managed and marketed key properties globally such as Tweenies, Balamory, Noddy and Mr. Men. He also launched Noddy on PBS (US).