Chris Cocks

No, his name's Brian Baker.

He's very boring, very much like me.

He likes Monopoly.

I don't know if he and his family cheat quite as much as my family do, but when they play, because cheating's our favorite part of the game.

But yeah, he's a big board gamer, former Nike.

We replicate that across.

So Peppa Pig would be more of an entertainment-driven platform where...

you know, the global play leads kind of live over inside of entertainment and licensing and toy kind of helps help support them.

Magic, the gathering and D and D are anchored in wizards of the coast and kind of what we do with the hobby channel.

But like increasingly we're doing more video games, we're doing more entertainment across those.

So the three verticals kind of operate independent, but then they also, uh,

are highly collaborative with each other utilizing the brands.

Usually it's me.

So we have to do prioritization.

Not every brand is kind of built equally.

So we have a hierarchy for our brands called Grow, Optimize, and Reinvent.

So our growth brands are the ones where we see the highest three year kind of continuous growth potential.

We see the highest kind of like operating profit margin potential, and we see them operating in markets that are pretty buoyant.

They tend to be more blue ocean and less red ocean.

And so those growth properties tend to get first pick on available capital and available talent.