Cleveland, Ohio-based American Greetings Entertainment has formally changed its name to Cloudco Entertainment after recently spinning off as a standalone company from its parentco, American Greetings.

With the rebrand, the intellectual property, entertainment and outbound licensing company that holds the rights to beloved kids brands including Care Bears, Holly Hobbie, Madballs, Buddy Thunderstruck and Tinpo will still be fully owned by the Weiss family, American Greetings’ long-time owners. Sean Gorman will remain in place as president of Cloudco.

There have been no changes in senior management, although the company’s Cleveland office will be leaving AG’s headquarters to move into a new Cloudco-branded creative space in the city. Cloudco will also keep its LA office open for entertainment, licensing, marketing and legal. It will continue to operate as an IP owner and is maintaining its previous AGE activities around content development, production, marketing, consumer products and partnerships.

As for the company’s slate, Cloudco is currently in production on its first live-action series, Holly Hobbie, a co-production with Toronto’s Aircraft Pictures and Wexworks Media based on the iconic character first introduced by American Greetings in 1967. The series is set to premiere on its commissioning platform Hulu this fall, before making its TV debut on Family Channel in Canada and Universal Kids in the US.

Tinpo is also currently in production at Cloudco. The 78 x seven-minute animated fantasy series is being co-produced for CBeebies with Japan’s Dentsu and OLM, in association with LA-based Sprite Entertainment.