Stone Newman | Source: Just Play/The Toy Book

Just Play is making a big leap to go beyond toys.

The company behind Hairdorables, Slinky, and hit licensed toys inspired by Ada Twist, Scientist, Blue’s Clues & You!, and CoComelon is launching Just Play Entertainment & Gaming, a new division led by industry veteran Stone Newman.

Newman joins the company from and will serve as Just Play’s first chief content officer. In his new role, Newman will oversee the development of original, multiplatform entertainment and gaming content.

Just Play Co-Presidents Charlie Emby and Geoffrey Greenberg say that the company is “looking to the next chapter of growth” which will be spearheaded by its investment in the creation of original intellectual property (IP).

“I have always admired and respected Just Play as a company and especially Charlie and Geoffrey, and I am honored to have the opportunity to help them build meaningful franchises for kids through content, gaming, and live entertainment,” Newman says.

Related: From Shelf to Screen: The Dramatic Evolution from Toymakers to Entertainment Companies

At, Newman served as chief revenue officer and helped guide the evolution of Ryan Toys Review from a YouTube Channel into Ryan’s World, a global, digital-first brand that has amassed more than $1 billion in retail sales.

According to Just Play, the new Entertainment & Gaming division will also be leveraged as “an internal creative resource” to support the existing Just Play business by creating new content and cultivating partnerships.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.