Hasbro and Discovery Communications have named Margaret Loesch as president and CEO of the companies' multi-platform joint venture.
The yet to be named network is expected to premiere in autumn 2010, reaching approximately 60 million US households on what is currently Discovery Kids channel.
Loesch, who has almost four decades of experience within the children's and family entertainment markets, will begin her new role on August 17th and will be based in Los Angeles.
Over the course of her career, Loesch has worked on such programmes as Smurfs, Mighty Morphin' Power Rangers, Jim Henson's Muppet Babies, Animaniacs, Transformers and Bear in the Big Blue House among others.
She also helped to launch and internationally expand Fox Kids Network and created the US Hallmark channel.
"Margaret is the perfect match for the network that Hasbro and Discovery are developing," said Brian Goldner, Hasbro's president and CEO. "Her consistent track record of creating groundbreaking children's programming and successfully launching new networks is a blueprint for what we want this joint venture to be."