Eric Huang has joined digital agency Made in Me as development director, heading up its new IP and brand development division.
Made in Me works with children's media companies including publishers to develop brands digitally. Its work includes BAFTA-nominated app The Land of Me, plus a series of early learning apps created with Ladybird, and Me Books, a partnership venture which creates personalised digital editions of well-known children's books.
Huang joined Made in Me after just three months as development director at games company Mind Candy, a role he took following six years as publishing director of Penguin UK's media and entertainment division.
His new role will see him focus on leveraging his experience in digital publishing, licensing and broadcast to enhance Made in Me's offering in those areas.
He told The Bookseller: "I've worked alongside Made in Me on several projects in the past few years, and feel as though I became an unofficial ambassador for them. When the opportunity came up to join them, I jumped at the chance to work in this area."
He added: "Brand and IP are two of the most important things for publishers at the moment. A couple of years ago, everything would have been about digital, digital, digital, but now it is not about the split between print and digital, it is about how you can develop your brand and use your IP. Publishers have to think about how they can tell their stories in different ways—that's what I want to explore."
Huang said he would look to work internationally with partners in the US, Europe and Asia, targeting publishers, broadcasters and Hollywood studios.
Made in Me m.d. James Huggins said Huang had "that rare combination of creativity and commercial instinct which is very much what we're about". He said: "Increasingly IP owners are looking to digital channels to get new brands off the ground or enhance existing ones. With Eric on board we'll be able to offer clients a compelling service with a team that understands how children's digital, publishing, broadcast and licensing can best serve a brand strategy."