Former Sanrio president and COO Janet Hsu will be taking the reins at L.A.-based Saban Brands next month as the company’s first CEO.

Hsu will oversee the company’s portfolio of global entertainment and lifestyle properties, as well as acquire additional brands and IP.

Her arrival on August 17 is timed with Saban’s efforts to grow its two business units: Saban Brands Entertainment Group and Saban Brands Lifestyle Group. The former currently includes Saban’s Power Rangers, Popples, Cirque du Soleil—Luna Petunia, La Banda, Emojiville, Julius Jr. and others in development. Saban Brands Lifestyle Group, meanwhile, lives in the consumer, fashion and lifestyle space and currently includes Paul Frank, Macbeth, Mambo and Piping Hot.

News of Hsu’s appointment follows the departure earlier this month of Elie Dekel, Saban Brands co-founder and president, from Saban Capital Group. Dekel remains a senior advisor to Saban Brands – the company he helped establish in 2010.

At Sanrio – home of the Hello Kitty  brand – Hsu was credited with growing the company across multiple channels, and she also led the company’s expansion and diversification of new retail, licensing, and entertainment partnerships.