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 pocket.watch 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.

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At pocket.watch, 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.