U.K. children’s research and consulting firm The Pineapple Lounge is planning to open a U.S. division and has tapped children’s industry veteran Cheryl Gotthelf to serve as its managing director.

Offering focused expertise in kids, teens and families markets, TPL’s clients include Sony Computer Entertainment, Nickelodeon, McDonald’s, Britvic, Sony Music and Hasbro. 

“The Pineapple Lounge is a great agency to work with,” says Marie Richards, family marketing manager, McDonald’s. “The team takes research beyond merely finding insights to working on a strategic level to help us shape our future thinking based on what we are learning about our customers. TPL is very focused on how we can get to know our customers better, in ways that are both cost-effective and relevant for the business.”

With more than 25 years of experience, Gotthelf has in-depth knowledge of branding, research, marketing, retail, licensing, consumer products, media, publishing and education gained from past roles as an executive at Chorion, Scholastic Media, Nickleodeon’s Noggin and Sesame Workshop.

“It’s a really exciting time for kids and family brands that get it right, and I’m delighted to launch The Pineapple Lounge in the U.S. and to have Cheryl at its helm,” says Emma Worrollo, founder, The Pineapple Lounge. “There are more opportunities than ever for parents to connect and share with their children, and these dynamic and collaborative relationships kids are building with brands are really exciting to be part of.”