California-based Genius Brand International, the brand management company behind Baby Genius, Secret Millionaires Club, Stan Lee’s Mighty 7 (SLAM 7) and Thomas Edison’s Secret Lab, has appointed Lloyd Mintz to the newly created position of VP of Consumer Products.

In addition to building a global consumer products programs with the company’s brands that targets toddlers to tweens, Mintz will also help manage licensing programs for Genius Brands’s wholly owned subsidiary, A Squared Entertainment, which reps licensing rights for ElectroKidz, the toy robot and Archie Comics.

Since 2000, Mintz has managed his own consultancy, but was also recently EVP of Licensing for New York-based Galaxy Brands, which owned athletic footwear and apparel companies AND1 and AVIA.

Previously, he was also  VP of domestic corporate licensing for Hasbro, where he brought Monopoly to slot machine manufacturers. Additionally, he worked  Disney Consumer Products in the mid-1990s, helping to develop toy programs for feature films The Lion King and Aladdin with licensee Mattel.

Mintz will report to Stone Newman, the company’s president of global consumer products (also newly created). He just joined Genius Brands in July.