In conjunction with boosting its kids programming by launching Alliance Atlantis Communications Kids, the Toronto-based company has hired a new director of licensing and merchandising for its children’s division.

Sharon Capotosto takes on responsibility for all licensing and merchandising for the children’s arm (as well as for the adult drama and theatrical divisions), and plans to establish an international AAC Kids brand awareness not only within the industry but also at the consumer level.

The first item on her agenda is securing licensing deals for AAC Kids’ MIPCOM slate, which includes Pumper Pups, My Best Friend is An Alien/Sixth Grade Alien, The Famous Jett Jackson, Shadow Raiders and China Wings. The first merchandising push will be for Alliance Atlantis co-pro Sixth Grade Alien, although Capotosto says because the show is already airing in the U.K. (under the name My Best Friend is An Alien), the company is scrambling to get licensing deals signed now that it has launched in Canada on YTV. So far, no deals have been finalized.

Another push for the division will be in the multimedia and e-commerce areas, as well as in publishing.