WildBrain CPLG has launched a new location-based entertainment business to drive opportunities for WildBrain\u2019s franchise and partner brands, with an initial focus on the Asia-Pacific region.<\/p>\n
The new WildBrain CPLG business has signed partnerships for new projects in China for Peanuts<\/em>, Teletubbies<\/em> and In the Night Garden<\/em>. This includes the opening of family entertainment centers and IP-themed hotel rooms for each brand in Beijing, Zhongshan City, Guangdong and one more unannounced city.<\/p>\n The Chinese activations are set to roll out over the next five years and are part of a deal with Max-Matching.<\/p>\n WildBrain CPLG is working with veteran licensing executive Kevin Suh to build out the global location-based entertainment business strategy. His remit includes driving key opportunities across territories worldwide. Previously, he oversaw global location-based entertainment for all Paramount Global brands, including Paramount Pictures, CBS, Nickelodeon and more, with key franchises such as SpongeBob SquarePants<\/em>, Star Trek<\/em>, PAW Patrol<\/em> and Teenage Mutant Ninja Turtles<\/em>.<\/p>\n In addition, Evi Sari joins the WildBrain CPLG senior leadership team in China as VP of location-based entertainment to spearhead the agency\u2019s strategy in the Asia-Pacific and GCC regions. Based in Shanghai, she will drive regional opportunities for WildBrain\u2019s franchise brands such as Teletubbies<\/em>, Strawberry Shortcake<\/em>, Inspector Gadget<\/em> and In the Night Garde<\/em>n, as well as for third-party brands, including Peanuts<\/em> and PLAYMOBIL<\/em>. Previously, she was VP of location-based experiences at Paramount (ViacomCBS), responsible for building partnerships to develop the franchises of Paramount Pictures, Nickelodeon, MTV and CBS into real-world experiences in Asia.<\/p>\n \u201cLocation-based entertainment creates another tool for brands in our 360-degree offering as part of the global WildBrain organization, bolstering our integrated capabilities across content creation, audience engagement and global licensing,\u201d said Maarten Weck, executive VP and managing director at WildBrain CPLG. \u201cLocation-based entertainment is a fast-growing segment globally, with AsiaPac being a key opportunity, and we have big ambitions in this space. With Kevin\u2019s global location-based entertainment experience and Evi\u2019s highly impressive expertise in APAC, we\u2019re perfectly placed to help brands capitalize on the significant and growing opportunities this sector presents.\u201d<\/p>\n Regarding the Chinese activations, Sari said, \u201cWe\u2019re delighted to partner with Max-Matching on location-based entertainment activations in China for Peanuts<\/em>, Teletubbies<\/em> and In the Night Garden<\/em>. They are an organization with a deep understanding of international IP and high-quality, location-based entertainment, as well as strong strategic relationships and cooperation agreements with major developers and government stakeholders. Their new projects have premium locations in Beijing and Zhongshan, making them ideal destinations for children and families to visit and enjoy popular entertainment brands. Our new location-based entertainment business is off to a great start, as we continue to enhance WildBrain CPLG\u2019s offering to brands and partners around the world.\u201d<\/p>\n \u201cMax-Matching is committed to bringing world-level top IP experiences to China,\u201d added Owen Zhao, president of Max-Matching. \u201cWe are immensely proud to announce our collaboration with WildBrain CPLG, who bring deep expertize in IP licensing and strong understanding of what it takes to interpret beloved IPs such as Peanuts<\/em>, Teletubbies<\/em> and In the Night Garden<\/em> into real-world experiences to establish strong emotional connections with guests. With the rapid development of China\u2019s economy and rising demand for high-quality leisure and entertainment experiences, Max-Matching is excited to explore further collaborations with WildBrain CPLG on outdoor theme parks, FECs, themed hotel rooms, themed F&B and retail. We look forward to potentially expanding our partnership in the future to create diverse branded offerings that will be anchor family attractions in urban mixed-use destinations in China.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":" WildBrain CPLG has launched a new location-based entertainment business to drive opportunities for WildBrain\u2019s franchise and partner brands, with an initial focus on the Asia-Pacific region.<\/p>\n","protected":false},"author":1412,"featured_media":25753,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[21],"tags":[8301,151,8302,7090,8303,8304,1481,200,1156,5169],"class_list":["post-25752","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-evi-sari","tag-in-the-night-garden","tag-kevin-suh","tag-maarten-weck","tag-max-matching-entertainment-co","tag-owen-zhao","tag-peanuts","tag-teletubbies","tag-wildbrain","tag-wildbrain-cplg","pmpro-has-access"],"yoast_head":"\n