Mobile game publisher Halfbrick, creator of the game app "Fruit Ninja," has upped Sam White to vice president of entertainment and licensing for its U.S. division.

White will focus on building the company's existing and future game brands into entertainment franchises and lead the development of Halfbrick's licensing portfolio.

White is currently looking for the creative, production, licensing and platform partners for "Fruit Ninja" and "Jetpack Joyride." 

“Having Sam focus on building our entertainment and licensing business from Los Angeles is a big step toward the vision we both share for Halfbrick," says Shainiel Deo, chief executive officer, Halfbrick. "We have yet to really tap into the full potential that Halfbrick has in these areas and look forward to doing so.”

Halfbrick recently launched a dedicated Fruit Ninja YouTube channel and a rebooted 2.0 update to the original game ahead of its five-year anniversary next April.