Toronto-based, toy-focused marketing and communications firm ChizComm has launched kidsistr, a new joint-venture prodco specializing in TV commercials, digital content and sizzle reel productions.

The sister company will implement its toy marketing expertise to elevate the presence of top toy brands from around the world. At the helm is a trio of industry leaders: President and CEO Harold Chizick, executive producer Harvey Glazer, and ChizComm VP of marketing and business development, Donna MacNeil, who will take on an EVP role at the new company while retaining her current role at ChizComm.

Award-winning director and producer Glazer brings 20 years of experience to his role having worked across film, TV, commercials and music videos with A-list artists including Drake and Rihanna.

MacNeil joined ChizComm in May, following a stint as VP of marketing and strategic development with Toronto-based  kids and family prodco marblemedia. Prior to that, she served as VP of marketing at Toronto’s Mark Media and has also held senior-exec positions at Toronto-based Spin Master and Kidscreen.

ChizComm, which works across a wide range of fields including toys, entertainment, health and wellness, beauty and lifestyle, was recently appointed by Corus-owned Nelvana to support its marketing and PR efforts.