Former Mattel and Spin Master execs Ronnie Frankowski and James Knight have come aboard to help launch a new L.A.-based sports and entertainment brand, called Day 6 Sports Group.

The new company is aiming to create and develop a portfolio of brands in the sports and recreation industry.

Frankowski will be joining Day 6 Sports as its new CMO. Having previously served in senior marketing roles at Mattel and Nike, Frankowski most recently spent seven years at Spin Master, expanding the toy maker’s L.A. business.

Knight comes aboard as COO. He previously worked at LEGO Group, Spin Master and Mattel. He has more than 15 years’ experience in the design department at toycos where he worked on several hit kids brands, including Hot Wheels, Matchbox, Tech Deck and Bakugan.

The duo previously worked together at Spin Master, opening its L.A. office and running the design and marketing teams there.

In addition to the new hires, Day 6 Sports Group has also acquired Backyard Sports, the video game series introduced in 1997 by Atari. Featuring professional athletes as kids playing in the backyard, the popular games sold more 15 million copies worldwide, and Day 6 is planning a relaunch.