Toy market news

WildBrain CPLG rebrands lifestyle division as ASPIRE

Entertainment, sport and brand licensing agency WildBrain CPLG has rebranded its rapidly growing Lifestyle division under the new name “ASPIRE”, with an expanded mandate to accelerate growth of the agency’s Corporate & Lifestyle brands portfolio.

The dedicated group and new brand, flying under the WildBrain CPLG banner, reflect the agency’s commitment to growing meaningful opportunities for existing and new partners in the Corporate and Lifestyle space. ASPIRE will focus on building long-term strategic partnerships for leading global brands across such categories as art and heritage institutions, FMCG, fashion and lifestyle, hardware and automotive. As part of the rebrand, the agency has today unveiled a dedicated logo for the ASPIRE division.

Under the continued leadership of Victoria Whellans, who takes on a new role as Commercial Director for ASPIRE (previously Group Brands Director, Lifestyle), the rebranded division will aim to develop innovative, relevant and authentic brand extensions, creating new consumer touchpoints and opening incremental revenue streams for partners. Whellans will work closely with Jasen Wright, VP North America, to drive the global strategy for ASPIRE, with a focus on North America as a key territory of initial expansion.

The ASPIRE group will grow with new hires in key locations worldwide, including New York, Europe and APAC, supported by international and local sales teams.

licensing.biz