The U.K. virtual kids’ site BinWeevils.com has named board member Rod Henwood as its new chief executive officer.

Henwood will work to capitalize on the site’s more than 2 million monthly active users to bring the brand to new platforms and new markets.

“I am delighted to be taking on the role of CEO at such an exciting time in BinWeevils’ development,” says Henwood. “Online social worlds represent a safe and stimulating way to introduce kids to digital gameplay, within a moderated environment. We aim to build on our success to date by extending our service onto tablets and smartphones, as well as into international markets.”

Prior to joining BinWeevils, Henwood was the launch chief executive officer of Pottermore, the digital venture for the Harry Potter brand, new business director at Channel 4 and spent three years as managing director for Fox Kids U.K.