Texas-based Cloud 10 Studios wants to build the next evergreen Christmas franchise with a little help from kids industry veterans Joyce Miller and Rob Doherty.

The animation service studio has recruited the duo to serve as executive producers on its new CG-animated holiday special The Greatest Gift: The Wrong Hat (22 minutes). Set for delivery at the end of the year, it’s an original project for Cloud 10, whose service credits include Space Jam: A New Legacy for WB and an Ark Encounter theme park commercial.

Greatest Gift features a Toy Story-style premise in which the ornaments on a Christmas tree come to life during the holidays and must fix a holiday mishap by finding a missing hat. But the special is positioned as the entry point into a much broader holiday franchise, including a feature film and TV series that have already secured development funding. And Cloud 10 says it’s also prepping a major L&M push, with an immersive show and a live event already in the works.

The special will focus on a brand-new dino ornament named Chris who must find his missing hat and prove himself with his quirky gang of  fellow ornaments.

Miller and Doherty will tap into their kids industry network and content experience to help build the franchise out with Cloud 10 CEO and founder Tracey Dispensa. Miller has overseen more than 150 animated productions over the course of her career, which has included stints at Netflix (senior manager for animated series) and Spin Master (senior director of production). And for his part, Doherty boasts more than three decades of experience in animation and kids TV, with a resumé spanning production and broadcasting roles at companies ranging from Disney (Jetix UK creative director) to Aardman (senior broadcast producer).

Both will attend MIP Junior and MIPCOM (October 11 to 16) with the Cloud 10 team to seek out distribution partners. While the special has not locked in a streamer or broadcaster yet, it’s already seeing momentum on the consumer products side of things—with Lionel Trains officially on board to create toys based on a unique train featured in the story.