California-based toymaker MGA Entertainment has tapped Anne Parducci as its first chief content officer. The newly created role will see her lead content development for MGA’s brands across multiple platforms and digital channels, oversee the MGAE Studios division, head the in-house creative team and manage the company’s content distribution. Parducci will report to MGA’s founder and CEO Isaac Larian.

She joins the toymaker from Build-A-Bear Workshop, where she served on the board of directors supporting brand and content development. Parducci also held positions with Lionsgate (EVP of marketing & GM of family entertainment) and Mattel (SVP of business development and marketing services), where she spent 12 and nine years, respectively.

Earlier this year, MGA expanded its original L.O.L. Surprise! digital content beyond YouTube to a number of global OTT channels. The toyco partnered with London-based kidtech company SuperAwesome and California-based video technology and distribution company Future Today to launch the collectible brand’s content on Roku, Apple TV and Amazon Fire.