Netflix has hired Brian Wright, most recently Nickelodeon’s senior VP of live-action development, to head up the streaming service provider’s stepped-up efforts to acquire kids and family programming.

Wright reports to Cindy Holland, Netflix’s VP of original content. The company has been ramping up its children’s content recently, which Wall Street analysts see as a critical genre in the subscription VOD space.

Wright will manage Netflix’s partnerships with studios for original kidvids including DreamWorks Animation, Scholastic Media and Mattel. The DWA deal encompasses more than 300 hours of original programming, including series “Turbo FAST” and new seasons of “DreamWorks Dragons.” Under a pact with Disney, Netflix will get pay-TV window rights to future theatrical releases from Pixar and Disney Animation starting in 2016.

At Viacom’s Nickelodeon, Wright oversaw all live-action development and pilot production for Nickelodeon, Nick at Nite, TeenNick and international co-productions. Shows launched on his watch include “Big Time Rush,” “Victorious” and “The Haunted Hathaways.” Prior to joining Nick in 2007, Wright worked at Lifetime Television Network, where he developed “Army Wives,” among other projects.

Wright began his TV career as crew member on NBC’s “Scrubs,” before working for comedy writers Jay Scherick and David Ronn through their deal with Touchstone Television. He also worked with Greg Berlanti’s production company at Warner Brothers TV.

Netflix’s hiring of Wright was first reported by Variety sister site Deadline.com.