Spin Master has appointed Fredrik Loving to the newly created role EVP of digital studios to lead the company’s digital toys and game offerings.

Based in LA, Loving started on Monday and is reporting to Co-CEO Ronnen Harary. He will be responsible for evolving Spin Master’s digital strategy moving forward, which includes oversight of the company’s digital studio in LA that creates digital games and components to merge physical toys with connected play experiences. He’s will also be in charge on Spin’s own and third-party apps.

A big part of his new job is oversight of Toca Boca. Loving will be looking to grow that children’s app property, while overseeing its studios in Stockholm and Toronto. Spin Master bought Toca Boca and Sago Mini in 2016, and since then has been expanding it the games into a full brand. Just last year Toca Boca partnered with H&M for a full collection for kids two to 10. It’s now a Toca Life, lifestyle brand and a new animated series was put out earlier this year to build up that brand.

Before taking on this role, Loving has worked in the interactive entertainment space for 15 years. In that time he has been the EVP of digital and interactive at Psyop, he was also the head of Goodbye Kansas and served as a board member for Angry Birds’ maker Rovio.