Penguin Ventures, a division of Penguin Random House Children’s, has appointed Thomas Merrington in the newly created role of Peter Rabbit brand manager and head of product development for the Penguin Ventures portfolio.

The role will see Merrington combine both brand management for the iconic Peter Rabbit and Beatrix Potter franchise with his knowledge of product design and approvals across both existing classic properties as well as new IP developments with the Penguin Random House Children’s business.

Merrington will continue to develop new and innovative looks and styles for brands such as The Snowman, Vintage Ladybird, Flower Fairies and Spot as well as supporting licensees throughout the product design and approvals process

In his previous role as vice president of brand and creative at Silvergate Media, Merrington spearheaded the development of the new creative direction for the Classic Peter Rabbit brand both in the U.K. and internationally through licensee, partner and retail initiatives. In addition, Merrington has been instrumental in bringing to life TV Peter Rabbit through his work with licensees and key partners, in particular the development of the new Willows Farm attraction, which will go live in 2016.