WildBrain has hired former Spin Master director Lorna Withrington as its new VP of development for animation.

In her newly created role, Withrington will lead the Toronto-based prodco’s efforts to create original animated IPs and new content for its existing brands. Reporting to EVP of content and current series Stephanie Betts, she now oversees director of development Todd Brian and development manager Holly Nichols.

Betts previously managed Withrington’s responsibilities, and Withrington’s support will allow her to focus on current series and broader strategic development, according to a spokesperson for WildBrain.

Prior to joining WildBrain in March, Withrington spent two years at Spin Master as a director of development. And before that, she served as director of creative affairs for eOne’s family brands (overseeing Peppa Pig and Ricky Zoom) and was a production manager at HIT Entertainment.