Montreal, Quebec-based Cirque du Soleil Entertainment Group has tapped Eric Grilly as executive head of studio alliances. In his new role, Grilly will work with studios, IP providers and strategic license owners to continue to expand Cirque’s portfolio.

He’s starting in his new position immediately, while continuing to serve as CEO of Minnesota-based VStar Entertainment Group—a subsidiary of Cirque. He will be based in Minnesota. Previously, Grilly held positions at NBC Sports Regional Networks and MediaNews Group Interactive.

Cirque acquired VStar and its Florida-based circus arts subsidiary Cirque Dreams in July 2018 as part of its plan to grow its kids-specific offerings. VStar produces theatrical shows, exhibits, cruise ship shows and outdoor events, and has partnered with Nickelodeon on the live theatrical production Bubble Guppies Live! Ready to Rock, and produced both PAW Patrol Live! Race to the Rescue and PAW Patrol Live! The Great Pirate Adventure.

Cirque will also launch family entertainment centers as part of its ongoing efforts to increase its kid-focused content. The locations will feature immersive experiences, including aerial parkour, trampolines, mask design, juggling and dance. The first iteration is set to open its doors in Toronto this September with an additional five centers scheduled to follow.