Driver Digital Studios has selected Alita Friedman, chief executive officer, Alita’s Brand Bar, to expand its licensing and content distribution partnerships for “Cool School.”

As the studio’s official licensing agent, Friedman will seek out and evaluate partnership opportunities across all categories including hard lines, soft lines, live events and entertainment as well as new content distribution platforms.

“Alita Friedman joins Driver Digital with the unique experience that comes from building her own brand, and we think that is important in today’s market,” says Scott Weitz, founder and chief executive officer, Driver Digital. “With this experience, her tremendous wealth of knowledge, and contacts in the brand licensing world, Alita is the perfect partner to strategically build ‘Cool School’ into a franchise brand and set it up for future growth. Alita understands our brand and the right mix of partners needed for kids and families to experience ‘Cool School’ beyond their screens.”

“Cool School” is a popular YouTube series that has earned over one billion views since launching. The property was recently leveraged in graphic novel form following a partnership between Driver Digital Studios and Sterling Children’s Books.