Alpha Group US has opened a new L.A.-based product design and marketing office, tapping three toy industry execs to take new posts in the process.

The US subsidiary of China’s Alpha Group—formerly known as Auldey Toys of North America—has appointed ex-Mattel North America EVP Jean-Christophe Pean (pictured) as president of Alpha Group US and Europe. Pean brings with him more than 17 years of sales and operations management experience in the toy industry.

Also joining Alpha Group US is Brehan Maul, who steps into the role of marketing VP. Maul was most recently VP of brand management and marketing at Bandai America, where he managed consumer-facing licensed properties.

Meanwhile, Darren Lee Phillipson has been appointed the company’s head of product design. Previously, he worked in leadership roles with companies like Disney, DreamWorks Animation and Fisher-Price.

Additionally, Adrian Roche, who launched Alpha Group US in 2015, will take on the role of VP of global business development.

Alpha Group also recently opened the L.A.-based live-action feature film development company Alpha Pictures, which is focused on US-China co-productions. And in August, Alpha Group launched Alpha Animation, another L.A.-based division dedicated to the development and production of original film projects based on Alpha Group’s existing IPs.

The new office will serve as a global design and marketing hub for the Chinese entertainment company, as it continues to sharpen its focus on the North American market. Alpha’s portfolio of brands includes Super Wings, Sky Rover, Wave Racers and Race-Tin.