WildBrain CPLG sets up lifestyle division

Brand licensing agency WildBrain CPLG, part of Canadian media outfit WildBrain, has launched a new division dedicated to overseeing and driving revenue for its lifestyle and corporate properties.

Victoria Whellans

London-based WildBrain CPLG Lifestyle will be headed by Victoria Whellans, who has been promoted to group brands director. She will be responsible for developing strategies for new and existing partners, directing consumer product roll-outs and securing pan-regional partnerships in key lifestyle categories.

In her new role, she will work with a dedicated sales executive and WildBrain CPLG’s 14 regional offices to oversee the company’s lifestyle portfolio, which includes Absolut Vodka, BBC Earth, Ironman, Osprey London, Parental Advisory, Yale University and Perfetti Van Melle’s confectionery brands Chupa Chups, Mentos and Smint.

Previously senior business development manager for brands, Whellans has been with WildBrain CPLG for three years and reports to executive VP and MD Maarten Weck.

Weck said: “The launch of WildBrain CPLG Lifestyle demonstrates our commitment to supporting our corporate and lifestyle brands, which are often new to licensing and require high-level, strategic roll-out plans. With Victoria’s impressive industry knowledge and tenacious approach, she is the ideal candidate to head up this new initiative and maximise the consumer products potential of these brands across Europe.”

Whellans added: “We have a fantastic portfolio of lifestyle and corporate brands so it’s hugely exciting to have the opportunity to head up the newly created WildBrain CPLG Lifestyle division, which will be fully dedicated to these properties. I look forward to working closely with licensors and our regional teams to develop and implement impactful strategies for each brand, which will deliver long-term growth and open up new sources of revenue.”

The creation of WildBrain CPLG Lifestyle follows the company’s recent changes to its management, announced last week.