Discovery-Hasbro kids net staffs up

Unnamed TV venture hires four to fill various roles

As Discovery Communications and toymaker Hasbro continue to prepare for the launch of their cooperative kids' TV venture, the developing network has named a handful of new hires.

Joining the as-yet unnamed venture are: Amber Fredman-Tarshis, who signed on as chief marketing officer; Dan Pimentel (chief financial officer); Brooke Goldstein (senior vp of ad sales) and Lorrie Copeland (senior vp of consumer insights and research).

Fredman-Tarshis joins from Victoria's Secret, where she'd served as vp of marketing since 2006. Prior to that, she was vp of global brand management for Warner Bros. Entertainment, where she managed the Harry Potter franchise.

Pimentel most recently was vp of finance for Discovery Communications' commerce division, while Goldstein had been a managing partner at Mediacom Communications, where she counted Hasbro among her clients.

Copeland comes to the venture from Hasbro, where she had been senior vp and head of consumer insights.

"The additions of Amber, Dan, Brooke and Lorrie to our team solidify the foundation of this new children's network," said network president and CEO Margaret Loesch, by way of announcing the hires. "Their expertise and hard work will help build a world-class, family-friendly destination for children featuring compelling storytelling, strong characters and engaging brands."

Based in Los Angeles, Loesch came on board in August. A 40-year TV veteran, her credits include the launch of Fox Kids Network and the creation of Hallmark Channel. She also has held various positions at Hanna-Barbera Productions, The Jim Henson Group, ABC and NBC.

First announced in April, the network is scheduled to launch in late 2010. Hasbro has ponied up $300 million for a 50% stake in the venture, which will target kids 14 and under. Discovery will handle ad sales and distribution, while Hasbro will create and acquire new programming.