BBC Studios has appointed Edward Barnieh as Vice President of Development, BBC Studios Kids & Family and promoted Salford-based Alexandra McGrail to become Head of Commercial, BBC Studios Kids & Family.
The new roles are part of the recently-created division’s “ambitious growth plans.” They will both report to Cecilia Persson, Managing Director, BBC Studios Kids & Family.
Barnieh joins from Netflix, where his roles included Manager, Animation Series, EMEA, based in London; and Manager, International Originals, Kids & Family, APAC, based in Singapore.
Before this, he spent 7 years at Warner Bros Discovery in Hong Kong, ending as Director, Acquisitions and Co-productions.
“I’m really excited to join BBC Studios Kids & Family at a key period of growth for the business and can’t wait to help it deliver even more hits,” said Barnieh.
“Its shows are beloved around the world and I’m thrilled at the opportunity to lead this brilliant team, and work with exciting new talent, to create tomorrow’s ground-breaking, entertaining and cherished content.”
McGrail’s role will be to lead the commercial and business development team, and identify and secure commercial opportunities for kids’ content. She will also manage the total commercial Kids & Family budget.
“I’m passionate about young audiences, digital content and new talent and excited that this new role allows me to combine these passions and help create inspiring, sustainable brands that will resonate with kids globally,” added McGrail.
“Building dynamic commercial plans and opportunities will drive Kids and Family’s growth and I cannot wait to get started!”
Barnieh joins BBC Studios next week, while McGrail is already in post at BBC Studios in Salford.
“Our ambition is to deliver high quality content that leaves a lasting impression and has the power to make a difference to the lives of kids and their families everywhere,” explained Persson.
“Attracting the very best talent, forging creative partnerships and focusing on making programming that reflects and inspires children will help us achieve this. I’m delighted that Edward and Alexandra will be using their considerable talent and experience to help deliver our ambition.”
