Just Play is formalizing its relationship with former Nick exec Sujata Luther, who is joining the Florida-based toyco as president.

Luther, who has been consulting with the company for a year, will now oversee day-to-day operations at Just Play, which owns popular toy lines such as Disney Doorables and Slinky.

The role was previously held by founders Geoffrey Greenberg and Charlie Emby, who are transitioning into co-CEO positions to focus on long-term strategy and partnerships.

Luther brings decades of kids industry experience with her to Just Play, having worked  at MGA in LA as COO and at Nickelodeon as EVP of consumer insights. Prior to that, she was VP of global consumer insights and strategy at Mattel.

Recent deals for Just Play include toy licenses with Sesame Workshop and Sweden’s Star Stable Entertainment. And the company expanded into content production by launching an entertainment division this year that’s headed up by Stone Newman.