WildBrain CPLG has launched a new formalised division dedicated to overseeing and driving revenue for its lifestyle and corporate properties.

WildBrain CPLG Lifestyle will be headed up out of the London office by Victoria Whellans, who has been promoted to Group Brands Director with immediate effect. In the new role she will be responsible for developing strategies for new and existing partners, directing consumer products roll-outs and securing pan-regional partnerships in key lifestyle categories.

“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,” Vicroria says. “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.”

Victoria 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, Yale University and Perfetti Van Melle’s confectionery brands Chupa Chups, Mentos and Smint.

Previously Senior Business Development Manager, Brands, Whellans has been with WildBrain CPLG for three years and reports to WildBrain CPLG’s, EVP and Managing Director, Maarten Weck, who says: “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.”