How do I go about creating a separate brand on Amazon?

Hey guys, I currently sell on Amazon under one brand that sells stuffed animals. We are making another brand for kid’s toys. I’m wondering, how do I go about selling on Amazon for this second brand? Do I make an entire new seller central account (heard its prohibited?) Or can I create a new brand under the same roof? If so how do I go about this. Would love a guide on how to do this, but I haven’t found one posted here. Thanks, if you got this far, happy holidays everyone!