PlayMonster has hired Hollie Holmes to fill a brand-new global head of licensing role that will see her develop and launch IPs across new and existing categories for the Wisconsin-based toymaker.

Holmes is coming off a 15-year stint at Mattel, where she most recently served as senior director of global licensing acquisitions and entertainment partnerships. On the PlayMonster team, she reports to VP of sales and marketing Scott Flynn.

Licensing was previously handled by PlayMonster president Tim Kilpin. A former Mattel and Disney exec, he stepped in last year to head up the toyco with a focus on expanding sales, business development and international growth.

In addition to building out its team, PlayMonster has also been on an acquisitions spree. The company recently picked up the assets of arts and crafts company Kahootz Toys and bought the BriteBrush electronic toothbrush brand from kidtech company WowWee.