Full service creative agency Carbon Digital has launched a toys and games division, appointing video games and tech specialist Ian Richardson to head it up.
Richardson (pictured) takes on the role of new business development director, with the new department looking to deliver high-end CGI work for game trailers and commercials.
He brings with him 30 years of experience in a sales operations environment. He is the previous founder and MD of Vector OEM Content - Europe's largest software provider to hardware companies, supplying Intel, Nvidia, Dell and DSGi.
Prior to that, Richardson was sales director at Rage Software, where he helped to make Incoming a commercial success.
"We are very excited to have secured Ian to head up the new game and toy division," said Paul McHugh, director of Carbon Digital. "He brings a wealth of experience and his in-depth knowledge of the video game industry is invaluable."
Richardson added: "We have already worked with some of the biggest brands in the world, and we will be utilising our expertise in a market we fully understand and have a lot of experience in."
The creative team has doubled in size since its move to MediaCity just over 12 months ago. It has recently undertaken contracts for Formula One with BBC Sport, as well as a high profile television campaign for Moshi Monsters.