Eric Huang to head up division as publishing director, overseeing all licensed acquisitions.
Penguin Children's Books has created a new group within the division - Media and Entertainment.
The arm will be headed up by Eric Huang, who has been promoted to publishing director. Huang is widely recognised in the industry as having been instrumental in growing Penguin's share of the children's licensing market.
The division will combine the brand expertise of the BBC, Sunbird and Ladybird licensing teams.
Penguin already works with such licences as Peppa Pig, Dr Who, Lego, Club Penguin, Moshi Monsters, Top Gear and In the Night Garden.
"Eric will oversee all licensed acquisitions across the Penguin Children's division, including Puffin, working closely with his peers across all the imprints," confirmed Francesca Dow, MD of Penguin Children's Books. "The Penguin Children's Group is already a leader in licensed publishing and we are ambitious for growth. The children's media landscape has changed enormously in the last few years, with traditional content creators competing with new media and lifestyle brands.
"We are bringing together the licensing experts in one Media and Entertainment group in anticipation of how these media shifts will affect the future of publishing."
Juliet Matthews becomes publisher of the BBC Children's, Ladybird Licensing and Sunbird imprints, reporting to Huang, and overseeing the editorial and design teams as well as maintaining her role in the BBC joint venture.
In addition, Meg Wang is promoted to editorial director, Rose Gardner to junior editor and Ben Hughes to senior designer.