DHX Media will be bringing all of its licensing and merchandising activity under a new dedicated consumer products arm, DHX Brands.
The new division will focus its activity around the firm’s slate of licensed properties currently under the DHX Brands banner.
The move will see DHX Media’s Peter Bryne assume the role of EVP of DHX Brands, alongside his role as CEO of the outfit’s subsidiary licensing agency, CPLG.
He will be supported by a UK team, who will have global responsibilities.
Meanwhile, Tor Bushell takes on the position of VP brand management, DHX Brands, while Paul Keech will assume the role of VP creative services.
Tom Roe is appointed commercial director, moving from CPLG to oversee all commercial aspects as licensor and manage a network of international agents.
The move will also see CPLG appointed as the agent for selected DHX Brands in its subsidiary territories, including North America under Ted Larkins. Both Erin Dippold and Al Fedrigoni will form part of the new North American consumer products team at CPLG.
DHX Brands will now develop licensing strategies for entertainment brands from the DHX portfolio, including Teletubbies, Yo Gabba Gabba, In the Night Garden and Caillou.
The firm will also be seeking merchandising opportunities for Degrassi, Ella the Elephant and Johnny Test.
Steven DeNure, president and COO of DHX Media, said: “Our recently enlarged slate of high profile brands has both established consumer products success and great potential, so it is a logical progression to refocus this activity under Peter’s leadership.
“The new structure allows us to streamline and bolster our consumer products activities and maximize the strength of selected properties in core markets.”