LOS ANGELES, April 29, 2025 /PRNewswire/ — Mob Entertainment, the powerhouse behind the global sensation Poppy Playtime and the viral Huggy Wuggy phenomenon, is excited to announce the hiring of George Krstic, a renowned creative visionary and industry veteran, as its Senior Director of Creative Development for Film & Games, Andrew Lobel, an acclaimed screenwriter and narrative worldbuilder, as their new Narrative Director, and Liesa Dornan, a distinguished licensing leader with deep global experience, as Head of International Licensing.
With an illustrious career spanning animation, gaming, and entertainment, Krstic brings an extraordinary wealth of experience to Mob Entertainment’s creative division. Krstic will lead the charge in developing groundbreaking content that pushes the boundaries of storytelling and immersive experiences. His deep expertise and passion for creative development make him a perfect fit to further solidify Mob Entertainment’s position at the forefront of the entertainment industry.
Krstic is best known for his work on Star Wars: The Clone Wars, where he collaborated closely with George Lucas, contributing to the development and writing of the first two seasons. His expertise also extends to the world of anime, where he consulted on a never-produced DreamWorks anime project with Steven Spielberg — a project that would later influence the acclaimed Battle Angel Alita, produced by James Cameron.
Beyond his work in animation, Krstic has been a key player in some of the most successful and influential projects in gaming. He was part of the initial creative team behind League of Legends, one of the world’s most iconic multiplayer online battle arenas. He has also written and produced numerous Transformers series and played a critical role in developing cinematics and animated shorts for Blizzard’s blockbuster franchises such as Overwatch and World of Warcraft. Most recently, Krstic served as the VP of Creative for Dungeons & Dragons, helping to shape the future of the legendary tabletop RPG.
“I’m thrilled to join such a dynamic and innovative team,” said Krstic. “Mob Entertainment’s commitment to pushing creative boundaries aligns perfectly with my passion for storytelling, and I can’t wait to contribute to the incredible projects on the horizon.”
Lobel will lead the charge in creating immersive narratives that bridge the gap between gaming and traditional media, further solidifying Mob Entertainment’s reputation for innovative storytelling.
A celebrated screenwriter and narrative visionary, Lobel brings a wealth of expertise in crafting compelling stories across horror, action, fantasy, sci-fi, and pulp-slaughter punk genres. Lobel’s original horror script, Immaculate, starring Sydney Sweeney, premiered at the 2024 SXSW Film Festival, earning critical acclaim and breaking records for distributor NEON. The film was lauded as one of the “Best Horror Movies of 2024” by Variety and one of the “Top Films of 2024” by The Economist. His other notable screenwriting credits include Dead or Alive for Pioneer Pictures, Artemis for 20th Century Fox, and Conan the Barbarian for Lionsgate, starring Jason Momoa.
In addition to his success in film, Lobel has made a significant impact in the gaming industry. As Narrative Director at Krafton, he played a pivotal role in developing the lore and tie-in content for PlayerUnknown’s Battlegrounds (PUBG). This global phenomenon ranks as the fifth best-selling video game of all time, with over 1 billion downloads and more than $4.3 billion in revenue.
“Joining Mob Entertainment is an incredible opportunity,” shared Lobel. “I’m excited to collaborate with such talented minds and help shape stories that resonate with audiences around the world.”
Dornan brings a wealth of expertise in licensing and partnerships, with a proven track record of driving strategic growth for major entertainment and lifestyle brands. Before joining Mob, Dornan was the VP of International Licensing for Retail Monster, where she spearheaded retail growth through innovative licensing and marketing strategies across key territories. She led successful campaigns for top-tier brands including EA, 9 Story, Gearbox, and Shelby. Additionally, she was responsible for developing tailored retail strategies for major clients like Mattel, Sega, Crayola, Uplift Games, Miraculous, and Paddington.
Previously, Dornan served as Director of European Retail Development and UK Retail for Universal Brand Development, where she oversaw retail strategies for blockbuster films including Minions, Jurassic World, Despicable Me 2, Jurassic World 2, Trolls, and How to Train Your Dragon. Her work earned recognition with several prestigious awards, including Tesco’s Brand Partnership Award (2015), Carrefour’s Best Promotion for Minions (2015), and Asda’s Retail Promotion of the Year at the Licensing Awards (2015).
Dornan began her career with Marvel as Licensing Manager, continuing in the same role after its acquisition by The Walt Disney Company, where she eventually became European Franchise Manager. Dornan holds a BA in Business and Information Management from Glasgow Caledonian University.
“Mob Entertainment has built an incredible foundation, and I’m eager to contribute to its next phase of growth,” said Dornan. “The company’s vision and creative momentum present a remarkable opportunity to expand its global reach through strategic partnerships. What excites me most is how Mob uniquely intertwines consumer products into the yet unwritten narative of its future content. This rare kind of storytelling is what makes Mob unique and I’m thrilled to be a part of shaping what comes next!
To learn more about the company and stay up to date on news and announcements, visit www.mobentertainment.com or join the discussion on the company’s Discord channel.
About Mob Entertainment
Founded in 2015 as EnchantedMob, Mob Entertainment was created by brothers Zach and Seth Belanger, who united their passion for art and storytelling. Their dedicated team continually pushes the boundaries of entertainment, delivering top-tier content that entertains and inspires in an ever-evolving industry. Mob Entertainment, creators of the indie horror sensation Poppy Playtime set in an abandoned toy factory, has seen its characters, including Huggy Wuggy and Catnap, amass a significant following on YouTube and in consumer products. Mob Entertainment is on a mission to craft unconventional stories, captivating characters, and exceptional experiences that redefine norms, enthrall audiences, and achieve both artistic and commercial success.
Mob Entertainment Media Contact Info:
Interdependence
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(973) 303-3237
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