The channel, a joint venture between NBC Universal, Cookie Jar Entertainment and Corus Entertainment Inc, has brought in Wishart into the new role of global marketing manager to drive its expansion in the UK and international markets.

He will be responsible for devising trade and consumer marketing strategies across KidsCo’s global programming and partners; drive viewer subscriptions; and build business opportunities on a multi-territory basis.

He will report directly to chief executive Paul Robinson, formerly Disney MD of television channels in the UK.

Wishart joins from Right Entertainment, the home entertainment division at Entertainment Rights, now Classic Media.

In this position, he devised the UK marketing and DVD release strategy for Mattel’s Barbie movies.

He also spent two years at Fremantle Media, where he was responsible for developing the global marketing strategy and driving brand awareness for Jamie Oliver programming.

Prior to this, Wishart headed up the marketing function of Contender Entertainment, now E1.

KidsCo, which has already launched in parts of Europe, Asia and the Middle East, had originally planned to enter the UK market by the end of last year. It first entered the market in September 2007.

Its programmes include The Wiggles, Inspector Gadget, Sabrina, Wallace & Gromit, S Club 7, Strawberry Shortcake, New Adventures of Madeline, Babar, Dennis the Menace, Franklin and Rolie Polie Olie.