Spin Master has been hinting at an expansion of its digital business, and today comes another step toward that ambition.

The company has appointed Fredrik Loving to serve as executive vice president, digital studios. Loving will lead the company’s expanding digital toys and gaming offerings, reporting to Co-CEO Ronnen Harary.

“Fredrik’s reputation as an interactive storyteller and his track record of developing high-performance teams in gaming will be an incredible asset for Spin Master as we continue to innovate within this space, creating immersive experiences and growing our digital gaming presence,” says Harary.

Loving will oversee Spin Master’s digital studio in Los Angeles, which creates digital games and digital components that merge physical toys into connected play experiences for Spin Master’s own intellectual property (IP) as well as third-party apps. Loving will also oversee Spin Master’s Toca Boca Studio in Stockholm and Sago Mini Studio in Toronto, which combined have more than 350 million downloads and 25 million monthly active users in the mobile app space.

Loving is a gaming industry vet with more than 15 years of experience in interactive entertainment. He worked on the acclaimed Battlefield franchise and previously served as executive vice president, digital and interactive at Psyop, and was a board member for Rovio, creator of Angry Birds.