Ashley Mady has joined kid-focused social media platform Zigazoo as its president of consumer products.

In the newly created role, Mady will lead CP initiatives for both physical merchandise (seeking out partnerships in toys, publishing and apparel) and digital collectibles like NFTs—a market the company entered in April 2022.

Mady brings her longtime experience in the licensing and toy business to expand CP programs for the platform, including roles at Florida-based toyco Basic Fun!, Floridian candy retailer IT’SUGAR and LA’s Jakks Pacific.

Zigazoo, which is backed by investors such as comedian Jimmy Kimmel and athlete Serena Williams, seeks to create a safe digital space for kids. Its first wave of NFTs featured collaborations with brands like CoComelon (Moonbug Entertainment) and Qai Qai (Williams’s IP launched by digital-first studio Invisible Universe). Zigazoo has previously also teamed up with companies like Scholastic, Penguin Random House and Jazwares to launch promotions on its social network.