Archie’s Toys is expanding into licensing and manufacturing with the launch of Mighty Mojo Toys.

The New York-based e-commerce retailer tapped Caryl Liebmann to serve as vice president licensing and business development for the newly formed Mighty Mojo.

“Archie’s Toys offers some of the most successful kids brands, including MGA Entertainment, Mattel, Fisher-Price, and Hasbro. Establishing a new e-comm platform to focus on licensing and manufacturing was the natural progression for us,” says Arash Moghaddam, CEO of Archie’s.

Liebmann brings nearly 20 years of licensing experience to the company. She previously led retail development for the Pokémon Co. International where she was responsible for launching the first dedicated Pokémon retail program at Toys “R” Us.

“I’m thrilled to be part of this exciting new venture and honored to be working with such prestigious brands,” says Liebmann. “I look forward to building our roster of licenses.”

Liebmann has signed deals for Tetris, Doug the Pug, Pete the Cat, Bloodshot, Mr. Puppy, and Boxy Girls, and others, in addition to inking a deal with Spin Master for the Etch A Sketch brand.

Mighty Mojo Toys will offer a variety of licensed products, starting with party-in-a-box, pool inflatables, and watches. The company plans to debut additional products and category offerings later this year.