California-based augmented reality and artificial intelligence company Osmo has tapped former Activision and Spin Master exec John Coyne as chief marketing officer.

Coyne will head up Osmo’s strategic product expansion, as well as grow the company’s audience and industry presence as it continues to enter the mainstream consumer market.

Previously, Coyne served as SVP of consumer marketing for the Skylanders franchise at Activision, where he helped to shape and grow the toys-to-life category. Coyne also served as GM and VP of marketing at Spin Master, launching a number of franchises including Tech Deck and Bakugan. Additionally, the industry vet spent more than a decade at Mattel, where he helmed the marketing efforts behind Fisher-Price, Hot Wheels, Pixar Cars and Barbie.

Coyne’s appointment follows the launch of Osmo’s first product developed in partnership with Mattel’s Hot Wheels brand. iPad-enabled game MindRacers combines real Hot Wheels cars with AR technology that allows kids to race through eight different worlds.

Founded in 2013 by ex-Google engineers Pramod Sharma and Jerome Scholler, the company’s digital/physical products span nine titles including Coding Awbie, Monster and Masterpiece, which respectively teach computer science, creativity and drawing. Last year, Osmo tapped Anki alum Blake Hennon as VP of distribution and Srikanth Rajagopalan—former director of machine intelligence at Google—was also brought on as COO.