Sesame Workshop tapped Whit Higgins as VP of international media distribution and business development.

In his new role, Higgins will lead global content distribution strategy for all Sesame Workshop properties, including Sesame Street. Additionally, he will oversee commercial growth and corporate partnerships across consumer products, sponsorships, live events, themed entertainment and education.

Previously, Higgins served as SVP of strategic planning and business development at National Geographic Partners. In that role, he was responsible for the launch of the National Geographic Kids linear channel and digital app across LatAm and the Middle East. Higgins also held multiple roles at Fox International Channels.

Higgins’ appointment comes in the lead up to Apple launching its streaming service in November. The tech giant inked a partnership with Sesame last year to create original content for kids, including live-action and animated shows, as well as a series based on puppets.

Earlier this year Samantha Maltin joined Sesame Workshop as CMO, responsible for global brand management, consumer engagement, social media, data strategy and brand creative.