L.A.-based Saban Brands has named popular artist/designer and Julius the Monkey creator Paul Frank as the company’s director of creative development.

The move sees Frank return to the company he originally founded in Huntington Beach, California in 1995, Paul Frank Industries, which Saban Brands acquired in August 2010.

In his new role, Frank will aim to bring authenticity back to the iconic brand, delve into new character development and work on additional IPs in the Saban Brands portfolio.

During his time at PFI, Frank was instrumental in leading the creative content and direction over the brand’s logo, product design, brand expansion, co-branding, animation and marketing.

He also designed all of the company’s retail store locations and successfully partnered with an array of artists, designers, actors, musicians and brands on limited edition products.

PFI recently showcased a new, more fashion-centric line for the brand’s Spring/Summer children’s 2016 collection at New York Fashion Week in September 2015.