Say hello to WEBTOON Productions, the division formerly known as Wattpad WEBTOON Studios.

South Korean parent company WEBTOON Entertainment has made a handful of senior appointments as part of a rebrand and reorg designed to help its North American unit more effectively mine the lucrative format of webtoons. 

These massively popular digital comics are published on WEBTOON’s same-name platform, which has increasingly become a cost-effective launch pad and incubation space for building out larger IPs. WEBTOON is home to more than 55 million titles, roughly 900 of which have been adapted into TV shows and films. It’s an especially fertile platform for YA titles like Lore Olympus (pictured), its most widely viewed comic, which is being turned into an animated series by The Jim Henson Company.

Mining webtoons and text-based storytelling platform Wattpad for adaptations has been the focus of what is now the WEBTOON Productions arm. Along with the name change, the division’s head of global entertainment David Madden has been promoted to president—and he will continue managing the development, production, and sales of its slate of movie, TV and animated adaptations. 

In a move that should help the company tap into yet another revenue stream, WEBTOON has also formed a consumer products arm that will be overseen by former SVP and head of global publishing Tina McIntyre. In her new gig as SVP and head of consumer goods, McIntyre is responsible for the company’s L&M teams and publishing business. 

And finally, WEBTOON Entertainment general counsel and corporate secretary Maximilian Jo has been appointed to a concurrent role as VP and head of strategy for the global IP business team.

All three executives will report directly to Yongsoo Kim, WEBTOON Entertainment’s chief strategy officer and head of global WEBTOON.