Gaming industry vet Jeff Nuzzi is taking the helm as director of digital media at entertainment company Rubicon Group Holding, where among his first order of business is adapting the boy-centric collectible property Monster In My Pocket for digital platforms.

The Monster In My Pocket brand of collectible monster toys was licensed last summer to Rubicon from IP creator and owner Morrison Entertainment Group (MEG).mBased in L.A., Nuzzi will lead Rubicon’s global team in the US, Jordan, Manila and Dubai to deliver Monster In My Pocket to a digital audience through a range of apps as well as online and social media efforts.

Nuzzi’s appointment comes as Rubicon looks to build a digital division that will maximize the transmedia potential of its educational and entertainment IPs across multiple platforms. Currently, Rubicon has its hands in feature film, TV, games, consumer products and themed entertainment.

Nuzzi joins Rubicon from Disney, where he served as senior manager of marketing at Disney Mobile. During his tenure, he led the go-to-market effort for Where’s My Water?, in addition to apps for Disney franchises such as Cars, Toy Story, and TRON. Before that, he was director of global marketing at THQ Wireless, where he acquired mobile rights to and managed licenses for Star Wars, SpongeBob SquarePants, Hello Kitty, Midway Games and WWE.