Entertainment marketing vet Lee Adams has taken his expertise to children’s on-demand service Toon Goggles, where he’s been appointed chief creative officer.

Adams is charged with expanding Toon Goggles’ IP into the licensing and merchandising arena while securing ad and promotional partnerships. He will ensure that design and functionality of the Toon Goggles online, mobile and audio brand mesh well with consumer preferences, with the primary goal of creating a lifestyle brand. The VOD service has spent the past year significantly boosting its multiplatform presence as it competes in an increasingly crowded on-demand market.

Adams has previously led teams at Fox Family, Fox Kids, Fox Worldwide and Kids’ WB! Most recently, he developed and orchestrated campaigns for SeaWorld that included the reinvention of their characters as well as a successful European McDonalds Happy Meal program. He was also formerly SVP, business development, licensing and marketing at L.A.-based Assorted Nuts Animation Studios.