Shanghai-based Alvin Fu has joined Sesame Workshop as vice president and general manager of Greater China.

Fu will be responsible for expanding the reach of Sesame Street in Mainland China, Hong Kong, and Taiwan by “developing and implementing a new long-term strategic vision to help the next generation of children … grow up smarter, stronger, and kinder.”

“With over 25 years of senior management experience at blue-chip, multinational corporations in China, Alvin is a deeply respected and seasoned executive,” says Ed Wells, senior vice president and head of international media and education, Sesame Workshop. “His keen grasp of industry trends and aptitude for translating insights into strategy make him the ideal candidate to strengthen and expand the Sesame Street brand in the market and deliver long-term sustainability and growth.”

A former executive at Heinz, Gillette, and 20th Century Fox China, Fu most recently served as president and CEO of Wanda Studios Qingdao. In his new role, he will work to expand Sesame Street’s commercial business across a variety of platforms while securing strategic partners in consumer products, content distribution, production, and more. In keeping with Sesame Workshop’s work in countries around the globe, Fu will also develop Sesame Street-branded educational materials and community outreach programs.