Activision Blizzard today announced the launch of a new Consumer Product division, joining Activision Blizzard’s 5 other divisions.

The Consumer Product division will be focusing on making new merchandise (toys, apparels, and more) for all of Activision, Blizzard, and King Digital games. The new division’s CEO and president is Tim Kilpin, former Mattel and Disney executive.

“Inspiring play, competition, and community underpins everything we do, and giving audiences new ways to experience our franchises is core to this commitment,” said Activision Blizzard Chief Executive Officer Bobby Kotick. “Under Tim’s leadership, we will elevate our consumer product offerings to the same level of exceptional quality as our games and transform the ways audiences connect with the characters they love in their everyday lives.”

Activision Blizzard says this new division “will lead the development of innovative consumer products to expand and deepen audience engagement with Activision Blizzard’s iconic franchises through long-term retail partnerships, high-quality products and all new consumer experiences.”

“Activision Blizzard is a global entertainment powerhouse, and its combination of iconic franchises and massive audience reach offers incredible opportunities for retailers and partners,” said Kilpin. “I’m excited to lead this newly-formed division and join Activision Blizzard’s already incredibly talented consumer products team in delivering powerful new partnerships and even more touchpoints to audiences.”