WildBrain CPLG appoints Jasen Wright to lead North American expansion in newly created role

Published on: 15th June 2021

WildBrain CPLG is growing its operations in North America with the appointment of the experienced licensing executive, Jasen Wright to the newly created position of vice president, North America. In this role, Wright will be responsible for driving WildBrain CPLG’s efforts in the region and expanding its portfolio of entertainment and lifestyle brands.

Wright will be based in New York and will report into WildBrain CPLG’s EVP and managing director, Maarten Weck.

The position will see Wright focus much attention on the ambitious plans for WildBrain’s proprietary brands this year and beyond, including Strawberry Shortcake, Caillou, Teletubbies, and Chip & Potato. He will also lead the local growth of WildBrain CPLG’s wider portfolio of entertainment brands and expand existing relationships with partners, including Square Enix and its arcade gaming IP, Space Invaders.

As well as this, Wright will also drive WildBrain CPLG’s lifestyle portfolio in North America by forging new partnerships and building on existing represented brands, such as Absolut, Malibu, and Harvard and Yale universities. Alyssa Gourlay, based in California, will report into Wright and will continue developing new local opportunities as WildBrain CPLG’s director of business development.

Maarten Weck, EVP and managing director at WildBrain CPLG, said: “As we continue extending our global reach and ensuring we have a robust presence in all corners of the world, the appointment of Jasen adds significant firepower to our global operations.

“We have big plans for the North American market and with Jasen’s remarkable track record in building top-class consumer products programs, we know he’s the ideal candidate to fuel the growth and success of both WildBrain’s brands and our wider portfolio across the region.”

Jasen Wright added: “WildBrain CPLG has an outstanding reputation for developing robust global licensing programs with best-in-class partners across its impressive and varied line-up of brands. I’m looking forward to working closely with Maarten, Alyssa and the wider team as we accelerate WildBrain CPLG’s capabilities and open up further opportunities for both new and existing partners worldwide.”

Jasen Wright has developed consumer product and licensing programmes for major brands across food and beverage, home improvement, automotive, art, sports, lifestyle and entertainment. Most recently Jasen was vice president of licensing and brand management at Beanstalk, and led the global brand licensing business for Diageo’s spirit brands.

While at Beanstalk, he also developed and executed the strategy for extending Stanley Black & Decker, U.S. Army, Ford Motor Company, Harley-Davidson, The Andy Warhol Foundation and Airheads into various categories including home, hardware, home improvement, auto accessories, toys, food and beverage and confectionary.

Prior to returning to Beanstalk in 2017, Jasen worked at vice president of licensing at Bravado/Universal Music Group, Authentic Brands Group and Warner Music Group. Working across music and sports to launch such brands as Paddington Bear, Rolling Stones, Prince, Wiz Khalifa, Grateful Dead and Tretorn, extending those personalities and properties while building their demand as lifestyle brands.


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