Netflix has poached Nike’s Josh Simon to head up its growing consumer products division.

As VP Consumer Products, he will oversee the streaming giant’s product licensing division and look to further extend merchandise for Netflix-owned properties.

So far the video service’s primary licensing hit has been Stranger Things – high-profile collaborations include toys with LEGO, and a Levi’s capsule collection.

The new VP will look to extend that as the show gears up towards its fourth and potentially last season, as well as building brands and licensing programmes around Netflix’s other breakout hits, including La Casa de Papel and recently launched original movie To All the Boys: P.S. I Still Love You.

Josh previously served at Nike as VP and Head of Global Strategy for Product, Design, Merchandising and Categories. Prior to that he spent half a dozen years in a variety of roles at Disney, including a stint as Director of Production and Development as Walt Disney Studios.