In an effort to evolve its brand and business focus around kids, tweens, teens and young adults, Ottawa and L.A.-based digital brand-builder and online gaming creator Fuel Industries has named its co-founder and CCO Mike Burns and senior executive Andrew Wing as co-CEOs.

The move falls in line with Fuel’s new mission to establish itself as a global youth engagement company.

Wing, who joined Fuel in 2011, previously served as Fuel’s chairman of the executive committee. Prior to his role at Fuel, he was president and CEO of Cantor Entertainment and president and CEO of Nielsen Entertainment.

Additional new executives at Fuel include Michael Plotkin (chief technology officer), who was previously the CTO of Electronic Arts Online, Jeff Roach (chief strategy officer), who will guide strategic planning and youth consumer insights, Gerhard Runken (VP of entertainment), who was previously director of marketing at toyco Jakks Pacific.

Co-founder Jeff Doiron will continue to lead business solutions, co-founder Dave Ozipko will oversees creative teams, while former VP of integrated solutions at MTV Networks Vanessa Hambidge has joined Fuel in client services and business development efforts.

Fuel, since 1999, has been creating original kids properties, such as its virtual world for girls, SparkCityWorld.com, and providing youth marketing to global brands including Google, McDonald’s, Xbox and Electronic Arts.