Penguin Random House UK has upped Thomas Merrington to creative director at its Penguin Ventures unit, which brings together licensing, consumer products, TV production, retail and live-event strategies.

Merrington will set the creative direction of all Penguin Ventures brands and develop new assets to support licensees, retailers and partners. He will also identify new brands to add to the portfolio, with a focus on developing live, theatrical and experiential strategies as the company works to reach new audiences.

Merrington joined Penguin Ventures last year as Peter Rabbit brand manager and head of product development, where he spearheaded a number of projects during the Beatrix Potter 150th anniversary year, including the Festival of Light at Longleat and the Peter Rabbit Playground at Willows Farm. Prior to that, he was brand and creative VP at Silvergate Media.

Earlier this year, Penguin Workshop and Netflix partnered to bring Penguin’s non-fiction children’s book series WHO HQ to the SVOD giant in 2018. As part of the deal, Netflix ordered 13 half-hour episodes of The Who Was? Show, developed by Penguin Workshop with producers FremantleMedia Kids & Family and Matador Content.