All3Media’s Studio Lambert is launching entertainment label Glitterbox with former TwoFour exec Cat Lawson as Creative Director. Billed as a shiny floor entertainment division, Glitterbox will have its own development staff, but will also work with the existing Studio Lambert development team and its Creative Director, Tim Harcourt. In the U.S., Glitterbox formats will be produced by Studio Lambert’s LA operation run by Greg Goldman, together with the All3Media America production team.

This follows Studio Lambert’s move into scripted programming in 2015 and the company’s first floor show, studio dating format Naked Attraction, for the UK’s Channel 4. It also comes at a time when networks continue to be hungry for the proverbial next big thing in entertainment programs.

Lawson was formerly Head of Entertainment at TwoFour where she most recently exec produced ITV’s This Time Next Year. She has also been executive producing Dating In the Dark for ITV2 and was an executive producer the last two seasons of The Jump for Channel 4. Prior to that, Lawson was series producer on The X Factor UK, Celebrity Big Brother, The Million Pound Drop and Who Wants To Be A Millionaire?.

Earlier this month, NBC picked up Studio Lambert’s Common Sense, a half-hour topical alternative comedy series featuring real people commenting on the week’s news and events. The network gave a six-episode order to the project, which already has been picked up to series by BBC Two in the UK.

Studio Lambert chief Stephen Lambert created global format Undercover Boss. Studio Lambert is also behind the popular reality format Gogglebox, whose U.S. version, The People’s Couch, airs on Bravo.