Hasbro has promoted Kim Boyd to head of global brands and consumer innovation as the Rhode Island-based toymaker works to address the rapidly changing preferences of its young target demographic.

This executive position will be seated in the company’s new global consumer innovation unit. Boyd starts this month and will work across all of Hasbro’s toy and game franchises to push the envelope on commercial innovation, collaborating with both the entertainment and digital gaming divisions. She will be based in the toyco’s Pawtucket headquarters, reporting to CCO and COO Eric Nyman.

Boyd first joined Hasbro in 2006 as a brand manager, and was serving as SVP and GM for global brands before being promoted.

Earlier this year, Hasbro announced a restructuring of its financial reporting segments. The company is now divided into three business units—consumer products, entertainment, and digital gaming/Wizards of the Coast (which includes Magic: The Gathering and Dungeons & Dragons). While Hasbro’s overall revenue increased by 1% in Q1 2021 to US$1.11 billion, ongoing theater closures and production delays affected the company’s entertainment business (first-quarter revenue for the segment declined by 32% to US$218.7 million).