DHX Media is bringing all of its licensing and merchandising activity together under a new dedicated consumer products arm–DHX Brands.

The new division will bring together the company’s licensing, brand management and creative services teams to develop strategies for its stable of entertainment brands, which includes the recently acquired “Teletubbies,” as well as proven properties such as “Yo Gabba Gabba!,” “In the Night Garden” and “Caillou.” DHX has also recently added the “Degrassi” franchise to its slate and will be seeking merchandising opportunities for this evergreen franchise, as well as for “Ella the Elephant” and “Johnny Test.”

As part of the reorganization, Peter Byrne will assume increased responsibility as executive vice president of the new division alongside his role as chief executive officer of DHX Media’s subsidiary licensing agency CPLG.

CPLG will be the appointed agent for selected DHX Brands in all of their subsidiary territories including the recently expanded presence in North America.

“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,” says Steven DeNure, president and chief executive officer, DHX Media. “The new structure allows us to streamline and bolster our consumer products activities and maximize the strength of selected properties in core markets.”

Byrne will be supported by a U.K.-based team: Tor Bushell will take on the position of vice president of brand management; Paul Keech will assume an expanded role as vice president of creative services; Tom Roe has been appointed as commercial director.

“There are some major opportunities here for DHX Media as a creator and owner of entertainment brands, particularly in tandem with CPLG as one of the leading agents in the business,” says Byrne. “With a new dedicated division focused on growing premier brands, we are ideally positioned as a company now to exploit this potential.”