Cindy Loh, most recently publishing director at Bloomsbury U.S., is joining Ameet Publishing on August 1 in the newly created role of publisher. She will lead Ameet’s Lego Books publishing program. Ameet has been Lego’s strategic partner for global publishing since 2019 and had been a licensee of the company since 2005. The Lego Books imprint officially launches in fall 2021.

Loh has experience working with licensed brands, including Hot Wheels, Thomas the Tank Engine, Marvel, Pokémon, Star Wars, Peanuts, and many more in her past executive positions for the children’s trade imprints at Random House, Simon & Schuster, HarperCollins, Scholastic, and Sterling.

The Lego Books program encompasses products for both children and adults, built around the concept of “playful reading.” Since the strategic partnership between Lego and Ameet was announced, the publisher has been transitioning the program from one based in coloring, sticker, and activity tie-in books to more of an author- and illustrator-led strategy.

“I am thrilled to be bringing both a literary and fan-based approach to Ameet and the Lego Group’s global publishing program, which is growing in so many exciting directions,” Loh said in a statement. “As a publisher, I’ve always strived to partner play with learning and I’m looking forward to breaking out of the standard ‘tie-in’ list and creating a dynamic, layered storytelling experience in all new ways with non-traditional formats and technologies for Lego aficionados and readers of all ages.”

Publishing licensees working with Ameet on Lego Books range from Sourcebooks to Printers Row’s Studio Fun imprint, among others. Recent additions to the program include Random House Children’s Books for story-based formats, including chapter books, leveled readers, middle-grade readers, and picture books; Macmillan Children’s Books for Lego City preschool novelty board books, including in its Busy Book format; Skybound for comic books; and Yoto for audio content.

Expansion ahead will include educational titles and more preschool books.

In addition to the publishers working with Ameet as part of the strategic partnership, DK, Klutz, and Chronicle Books are direct licensees with Lego.