Sony Music U.K. has ventured into the family entertainment world with the launch of children's entertainment record label Magic Star. It will be led by Will Speer who joins from NBCUniversal.

Magic Star will sign, develop and market artists and branded projects to family entertainment audiences. The label will also partner with established brands, the other Sony entertainment companies, and Sony Music U.K.’s labels and artist rosters, whilst exploring opportunities with new artists.

Nicola Tuer, COO, Sony Music UK & Ireland, said: “We recognise family entertainment as an untapped market so launching Magic Star provides a wealth of opportunity for us and will strengthen our capacity for growth. Will is a highly respected executive with a track record of success and knowledge in the industry, which will serve us well as we advance in this market.”

In his previous role at NBCUniversal, Speer oversaw international marketing across DreamWorks TV and NBCU Kids and Family, spearheading global campaigns for projects including Trolls, Kung Fu Panda, How to Train your Dragon and Spirit Riding Free.

Prior to that, he worked at Mattel as EMEA Marketing Director, and spent eight years at the Walt Disney Company, where he was responsible for managing brands across TV, digital and theatrical.

Speer said of his new venture: “Sony Music have identified a huge opportunity within the family entertainment market to create fresh new audio and audio-visual content and also have access to a wide repertoire of signed artists who already have huge family appeal. The scope is endless, and I am very much looking forward to bringing my experience in kids’ media to such an entertainment powerhouse like Sony Music.”