Netflix has confirmed the appointment of former Nickelodeon SVP of live-action development Brian Wright to a senior executive role that will see Wright head up original kids and family programming for the popular streaming service.

In his new position, Wright will report to Cindy Holland, Netflix’s VP of content acquisition and original series, and will head up exclusive live-action, animated and preschool series for Netflix and Netflix Kids, including DreamWorks Animation’s Turbo FAST series.

The move comes just over a month after Wright exited Nickelodeon where he served for seven years.

His most recent role at the kidsnet saw him oversee all live-action development and pilot production for Nickelodeon, Nick at Nite, TeenNick and international co-productions working on hit series such as Big Time Rush, BrainSurge, Victorious, Bucket & Skinner’s Epic Adventures and Supah Ninja.

The new Netflix appointment comes as the company continues to expand its kids content offering, further intensifying competition with digital services like Amazon Prime and Hulu.

Recent Netflix deals for original series have been secured with Mattel, DreamWorks Animation and Scholastic.