Wildbrain CPLG Rebrands Lifestyle Division

Under its new name, ASPIRE reflects its commitment to corporate and lifestyle brand representation.  
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License Global

April 14, 2022


WildBrain CPLG has rebranded its rapidly growing Lifestyle division under the new name ASPIRE, with an expanded mandate to accelerate the growth of its corporate and lifestyle brands portfolio. Under the WildBrain CPLG banner, ASPIRE reflects a commitment to growing meaningful opportunities for existing and new partners in the corporate and lifestyle space. ASPIRE will focus on building long-term strategic partnerships for leading global brands across such categories as art and heritage institutions, FMCG, fashion and lifestyle, hardware and automotive.  

Under the continued leadership of Victoria Whellans, now commercial director, ASPIRE, the rebranded division will develop innovative, relevant and authentic brand extensions, creating new consumer touchpoints and opening incremental revenue streams for partners. Whellans will work with Jasen Wright, vice president, North America, to drive ASPIRE’s global strategy, focusing on North America as a key territory of initial expansion.  


group will grow with new hires in key locations worldwide, including New York, Europe and APAC, supported by international and local sales teams.  

 “The launch of ASPIRE underlines our commitment to delivering dedicated, best-in-class global partnerships to harness the huge opportunities we see in the growing corporate and lifestyle sector,” says Whellans. “Since we launched our lifestyle division two years ago, we have generated new revenue streams for multiple licensor brands, extending them into new areas through our global reach and leading capabilities in licensing and brand management. We look forward now to building on this strong foundation with the ASPIRE brand.” 

 “The licensing of corporate and lifestyle brands continues to see meaningful growth as brands explore new paths outside of their core use to reach consumers at retail,” says Wright. “We see significant opportunity to expand this part of our business and look forward to opening up new avenues for our partners to help build their brands for the future.” 

ASPIRE’s corporate and lifestyle brand portfolio includes recently signed partners such as Sauber Motorsports and its Alfa Romeo F1 Team ORLEN, The Master Lock Company, the University of Southern California and artist Romero Britto. Recent collections include OSPREY LONDON x Sitting Spiritually, which have launched a premium garden furniture range this month; a new OSPREY LONDON spring/summer footwear collection from 33 Joints; a Karcher role play toy range in development from Simba Dickie Group and a Yale University apparel and accessories collection launching at Reliance Fashion Lifestyle, India’s largest fashion retailer.  

Additional new deals across the portfolio include the University of Southern California and Truecare Kids in India for apparel and accessories, and Kikkoman and Park Agencies for apparel, nightwear, accessories and home gifting for the U.K., Eire, Germany, Poland, Denmark and France.  

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