Miami-based toy company Wyncor has hired former Mediawan Kids & Family exec Erick Rouillé as VP of global distribution to head up its brand-new Wyncor Media division and orchestrate an expansion into content.

Wyncor officially launched in January 2024 and primarily sells collectible toys and plush products. It currently has licensing deals in place for its signature Miraball collectible—a ball with a plush toy inside—with Miraculous Corp (Miraculous), Hasbro (Peppa Pig) and Nickelodeon (SpongeBob SquarePants).

The company is now making the ambitious move into developing content, games and immersive experiences based on its own original IPs. Its new division was created to “reimagine” Wyncor’s toys as animated and live-action series, digital shorts and mobile games, said founder and CEO Julian Jacob in a release.

Erick Rouillé, VP of global distribution at Wyncor Media.

Rouillé starts on August 1 and will lead this push from Paris. Before joining Wyncor, he was SVP of co-productions, licensing and business development at Mediawan Kids & Family for seven years. And prior to that, he worked in sales roles at France TV Distribution and Xilam Animation, and as a retail marketing director at Disney Consumer Products France in the ’90s. 

The first project Rouillé will work on is Kwaaks! (pictured at top)—a brand of plush ducks that Wyncor launched in April. For the IP’s expansion, Wyncor Media plans to make animated shorts for TikTok and YouTube, longform animated series, and mobile and web-based games. And it will likely be hiring in the coming months to staff up.