eOne and Hasbro are aiming to build out their kids brands with the hire of former Marvel Animation exec Cort Lane.

Lane has been named VP of original content for eOne’s fashion brands, and he will oversee IPs such as My Little Pony, Equestria and Jem. He reports to eOne family brands president Olivier Dumont.

Lane’s appointment follows the announcement of a spate of new original content deals for My Little Pony, including My Little Pony: Make Your Mark (eight x 22 minutes), the series he executive produced for eOne before joining the company this month. The new My Little Pony content will roll out on Netflix and YouTube this year.

At Marvel for over a decade from 2008 to 2020, Lane was most recently SVP of animation and family entertainment, leading a slate of  content including the Guardians of the Galaxy animated TV series and preschool show Spidey and his Amazing Friends. Prior to that, he worked as a director of entertainment development at Mattel.

eOne has been expanding its kids content team in recent months, hiring former Warner Bros. exec Ruedilyn Cox last month as VP of global franchise strategy and management for its upcoming series Kiya, and ex-WarnerMedia marketing director Robin Gay as VP of global franchise strategy management for Peppa Pig in December 2021.