WildBrain CPLG Launches Lifestyle Division

WildBrain CPLG is launching WildBrain CPLG Lifestyle, a newly formalized division dedicated to overseeing and driving revenue for the company’s lifestyle and corporate properties, to be headed up by the newly promoted group brands director.

Victoria Whellans, who has been promoted to the position with immediate effect, will lead the division and will be responsible for developing strategies for new and existing partners, directing consumer products rollouts and securing pan-regional partnerships in key lifestyle categories. The division will be based out of London.

Whellans will work with a dedicated sales executive and WildBrain CPLG’s 14 regional offices to oversee the company’s growing lifestyle portfolio, which currently includes: Absolut Vodka; BBC Earth; IRONMAN; Osprey London; Parental Advisory; Perfetti Van Melle’s confectionery brands Chupa Chups, Mentos and Smint; and Yale University. Previously senior business development manager of brands, Whellans has been with WildBrain CPLG for three years and reports to WildBrain CPLG’s executive VP and managing director, 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 maximize 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.”