The Merchantwise Group has announced the appointment of event and licensing veteran, Anton Berezin to the newly created role of managing director of its branding, creative and digital studio, Three Scoops. 

In his role as managing director of the studio, which has clients such as Disneyland Paris and Jack Links in its portfolio, Anton will focus on growing the Three Scoops division at a global level. He will also expand the range of products and services offered by Three Scoops, including in the areas of experiences and brand activations. 

“We are thrilled to have Anton Berezin join our senior leadership team as managing director of Three Scoops,” says Alan Schauder, chief executive officer, Merchantwise Group. “Anton is one of the industry’s most talented, trusted and respected leaders, with an exceptional track record of innovation and growth. He has partnered with many of the world’s best entertainment brands to create amazing customer experiences. Anton will spearhead the evolution of Three Scoops, working with our world-class creative team to deliver unique brand experiences and creative services on a global scale.” 

Prior to his Three Scoops appointment, Berezin was the founder of Entertainment Store/Life Like Touring, a brand entertainment producer. 

Berezin boasts extensive experience in the fields of theatrical and experiential events within both ticketed and non-ticketed event markets in which he partnered with The Merchantwise’s Group licensing division, Merchantwise, several times.  Berezin’s tenure as founder, Entertainment Store/Life Like Touring saw him develop long and distinguished relationships with leading IP owners including Warner Brothers, Viacom, Sony, Disney, Hasbro and Mattel.  

In 2016 he sold Entertainment Store/Life Like Touring to TEG and finished up as managing director for the company in the three years following. 

An entrepreneurial and charismatic leader, Berezin has fostered enduring partnerships and friendships at the highest levels in the live entertainment, content creation, intellectual property licensing, retail and franchise industry sectors. 

“After 20 years of partnering with Merchantwise in the live event space, I’m absolutely delighted to join this bustling, bold and wonderfully creative organization in the role of Three Scoops managing director,” says Berezin. “The Three Scoops creative team is absolutely world class, and I’m excited to take the business in innovative and new directions.”