Moonbug Vets Jiella Esmat, Karine Ahton on The Ambitious Plans for Their New London-Based Kids and Teen IP Firm 8 Lions

Senior Moonbug Entertainment veterans Jiella Esmat and Karine Ahton have set up 8 Lions, a new London-based entertainment IP growth and development outfit.

According to its founders, 8 Lions will use a data-driven approach to develop, create and grow new properties for kids and teen audiences around the world. The company’s analytical approach will be supplemented by years of experience working in the kids and teen entertainment sectors.

In addition to their shared experiences at Moonbug, Esmat recently served as chief revenue officer of Amuse Animation and Amuse Studios and has also held senior positions at Paramount Pictures, Sony Pictures and NBCU. Ahton was general counsel at Moonbug and Envision Racing and previously spent time at Anrio and ITV.

Prior to this week’s official launch, 8 Lions repped the YouTuber channel Cosmic Kids in negotiating its first TV series, “Jamie’s Yoga Adventures,” commissioned as a Sky Original. The company also partnered with Acamar Films to distribute and handle licensing and merchandising for its preschool program “Bing” in the Middle East and North Africa. The company is currently working with Jordan-based digital-first studio Pixitoon to create a 360-degree growth and monetization strategy.

Joining Esmat and Ahton on the 8 Lions launch team are Lovely Chavez as VP of Digital Strategy & Commercial Partnerships, Helen Wong as senior commercial manager, and Fletcher Williams as corporate & strategy executive. Each boasts an impressive resume, including stints at global organizations such as  Moonbug, Wildbrain, and NBCU. Jerome Mazandarani, a former Crunchyroll UK managing director, will advise on Anime and adult animation-related projects.

Variety spoke with Esmat and Ahton during this year’s Unifrance Rendez-vous about launching the new company and the kind of work they want to do at 8 Lions.

Variety: Moonbug is a company that focuses on acquisitions, while it looks like 8 Lions will add creating new IPs to the equation. Was a desire to be involved early on in the creative process part of the reason for launching the company?

Esmat and Ahton: At the outset, 8 Lions will facilitate connections and drive growth for traditional production companies and creator-led IP owners through distribution, co-productions, merchandising and beyond. By leveraging our extensive network and capabilities, we aim to support and elevate existing IPs.

A key component of our longer-term goal is to create and own original IPs. We will bring together creative talent from Asia, the Middle East, and the West to develop content that resonates with kids and teens globally. In these projects, we will have an active role in shaping the creative direction of the properties, ensuring they are not only compelling but also scalable across multiple platforms, regions, and derivative markets.

How broadly will you be looking to represent these IPs? What formats do you plan to work with?

We are all about facilitating connection and maximizing opportunities for the IPs we represent. While screens (linear, on-demand, theatrical) are a key part of that, our reach extends far beyond. This includes audio platforms, publishing, merchandise, live events, gaming, and more.

Digital-first seems to be the priority here, but are there also plans to work with more traditional outlets and platforms? Free-to-air, paid TV, theatrical films, streaming, etc.?

We are agnostic and offer the full distribution spectrum to our partners. Having roots in traditional entertainment, we were part of the digital revolution and now have industry-leading expertise in digital-first content. Our experience spans everything from blockbuster Hollywood franchises to creator-led, YouTube-first properties across all models — from free-to-air and pay TV distribution and carriage deals to theatrical releases and on-demand formats (SVOD, AVOD, TVOD, EST, FAST).

Are there other areas you’re looking forward to venturing into?

Anime is a key focus – we are partnering with major production companies to amplify existing IPs globally through distribution, merchandising, gaming and more. Co-productions and the financing of future spin-offs are also in the pipeline. In this category, we are leveraging our strong relationships in MENA and APAC to bring fresh, exciting IP to kids & teens worldwide.