Sesame Workshop tapped Alvin Fu as VP and GM of Greater China. Based in Shanghai, Fu started in the role yesterday and now oversees the expansion of Sesame Street‘s commercial business across Mainland China, Hong Kong and Taiwan.

Additionally, he is responsible for generating new business models and securing strategic partners across key areas, such as consumer products, themed entertainment, content production and distribution. Fu will also develop community outreach programs, educational assets and a long-term strategy to engage children in the region.

Fu joins Sesame Workshop from Wanda Studios Qingdao, where he served as president and CEO. Previously, he was managing director of home entertainment for 20th Century Fox China.

The hire comes as China continues to be an area of focus for the kids industry. LEGO announced in March that it planned to grow in the region after the Danish brickmaker’s sales doubled in China in fiscal 2019. In fact, LEGO has plans to launch 150 new stores this year—the majority in Mainland China. Studios like UYoung Media & Entertainment, meanwhile, are reopening in the territory as work-from-home rules are eased following months of COVID-19 lockdown measures.