L.A-based Pure Imagination Studios has tapped former Bunim/Murray Productions executive John P. Roberts as its first-ever chief content officer. Roberts’ appointment comes as the service studio makes it foray into original content development through animated, unscripted and VR-based fare aimed at kids and families.

Pure Imagination Studios has worked on major franchises for DreamWorks, FOX, LEGO, Marvel Entertainment, Merlin, Rovio, Six Flags and Warner Bros. Its portfolio includes Cars 3 and Justice League: Battle for Metropolis.

Roberts will now source, develop and produce original premium content across multiple platforms. The studio is particularly focused on making animated features and live-action content for platforms like Amazon, Apple, Facebook, Google, Hulu and Netflix.

Previously, Roberts led digital operations for Bunim/Murray Productions. (He is a four-time Emmy nominee in the Interactive Television category.) Before joining Bunim/Murray, he helped revamp Lucasfilm’s digital media strategy and was part of the team that launched The Hub Network, a joint venture between Discovery Communications and Hasbro.

Bunim/Murray also recently got into original kids content, launching a children’s division under the leadership of Maria Pepin.