Entertainment, sport and brand licensing agency WildBrain CPLG is bolstering its global footprint and North American operations with the appointment of licensing executive Jasen Wright to vice president, North America.
In this newly-created role, Wright will be responsible for driving WildBrain CPLG’s North American efforts and expanding the agency’s portfolio of entertainment and lifestyle brands in the market. Wright is based in New York and reports to Maarten Weck, executive vice president and managing director, WildBrain CPLG.
“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,” says Weck. “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.”
Wright has developed consumer product and licensing programs for brands across food and beverage, home improvement, automotive, art, sports, lifestyle and entertainment. Most recently, Wright was vice president, licensing and brand management at Beanstalk and led the global brand licensing business for Diageo’s spirit brands like Guinness, Baileys and Captain Morgan, Taco Bell and Morton Salt. 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 confectionery.
Before returning to Beanstalk in 2017, Wright worked as vice president, licensing at Bravado/Universal Music Group, Authentic Brands Group and Warner Music Group and working across music and sports to launch such brands as Paddington Bear, Rolling Stones, Prince, Wiz Khalifa, Grateful Dead and Tretorn.
Wright will have a focus on the plans for WildBrain’s proprietary brands this year and beyond, including “Strawberry Shortcake,” “Caillou,” “Teletubbies” and “Chip & Potato.” Additionally, Wright will lead the local growth of WildBrain CPLG’s broader portfolio of entertainment brands and expand existing relationships with partners, including Square Enix and its arcade gaming IP, Space Invaders. He 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. Based in California, Alyssa Gourlay will report to Wright and continue developing new local opportunities as WildBrain CPLG’s director, business development.
“WildBrain CPLG has an outstanding reputation for developing robust global licensing programs with best-in-class partners across its impressive and varied lineup of brands,” says Wright. “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.”