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A new world of entertainment requires a new way of thinking about creating that entertainment. To that end, Warner Bros. Media Research and Insights is adding a new division focusing on worldwide consumer products and franchise research, EVP Liz Huszarik announced Monday.

To lead the division, WB has hired Tania Missad as VP and Linh Mata as VP of digital platforms and strategy research.

Missad comes to WB from Mattel, where she was most recently senior director of global consumer insights. The leap from toymaker to studio isn’t as strange as it might sound: The toy-making giant that is currently partnering with Warner Bros. to create Batman-themed virtual reality content for Mattel’s View-Master VR rig.

Mattel began licensing DC characters for a new franchise, DC Superhero Girls, based on research from Missad and her team.

Linh is actually re-joining WB, having served in a research role there before heading to Yahoo and then Apple. At Apple, Linh was head of the west coast branch of insights for iAd, the tech giant’s advertising platform that the company turned over to publishers directly in January 2016.

At Yahoo, Linh led research on consumer behavior and mobile strategy, which might come in handy as the current mobile-first generation begins to come of age, and older generations similarly move to mobile-first consumers.