Reese Witherspoon’s media company Hello Sunshine is foraying into kids and family animated content and has appointed Nickelodeon vet Claire Curley (pictured) to lead its new division.

With a focus on inclusive stories for young girls, Curley is developing a slate of animated content for preschoolers ages three to five and six-to nine-year-olds that can be co-viewed with parents.

The LA-based division has yet to reveal the projects its working on and whether they encompass TV series, specials, movies, web content or podcasts. The unit’s parent company produces scripted television (HBO’s Big Little Lies, Apple TV+’s The Morning Show), unscripted television, feature films, podcasts and digital series.

Curley joins the company after serving as SVP of franchise animation at Nickelodeon’s Burbank studio for the last two years. According Linkedin, she led the development and production on digital series The JoJo and BowBow ShowShow and oversaw the creation of the kidsnet’s 4 x half-hour CG-animated series Middle School Moguls.

She was previously Nick’s SVP of digital content, where she worked on titles including Welcome to the Wayne, Adventures of Kid Danger and Massively Mixed Up Middle School Mystery. Before these roles, Curley developed and produced animation for Sesame Workshop’s The Electric Company and launched its multi-platform Prankster Planet franchise. She also previously served as a producer on Nick Jr.’s Blue’s Clues.

In her new role at Hello Sunshine, Curley will work alongside its newly hired head of brand partnerships, Zoe Fairbourn, who had been developing original content and marketing initiatives for the company as a consultant for the past few months. Fairbourn was most recently a consultant for film promotions and partnerships at Warner Bros. Entertainment. Prior to this, she held senior executive positions at The Weinstein Company and Relativity Media.

Curley and Fairbourn will both be based in Los Angeles and report to Hello Sunshine CEO Sarah Harden.