A number of new execs have joined Andy Heyward’s new kids media company A Squared Entertainment.

Darren Romanelli comes on board as creative director to manage and develop all creative materials. His past experience includes launching Fraggle Rock merch and clothing with The Jim Henson Company, and co-founding marketing agency StreetVirus, which worked with Disney, Fox, Warner Bros. and Converse.

Sidney Iwanter steps into his new role as story editor, coming from Fox Kids as VP of programming, strategic development and acquisitions, where his credits include Goosebumps, Batman: The Animated Series and X-Men.

Gregory Payne joins as COO and general counsel, coming from DIC Entertainment. He’ll be responsible for helping to expand A2, along with overseeing its biz partnerships and company’s legal aspects.