Waheed Alli served as Chief Executive Officer and Executive Chairman, and pursued a strategy of developing and launching one new Children's property every year. This development strategy included the launch of a new series of Noddy in 2007, an animated version of the Mr. Men in 2008, the US launch of Olivia in 2009, the UK launch of "The Octonauts" in 2010, Gaspard and Lisa in 2011 and a new CGI-animated version of Beatrix Potter's Peter Rabbit in 2012. This production was a joint venture with US broadcaster Nickelodeon and British publisher Frederick Warne & Co, part of the Penguin Group.