Entertainment, sport and brand licensing agency WildBrain CPLG has rebranded its lifestyle division under the new name Aspire. The dedicated group and new brand reflects the agency’s commitment to growing meaningful opportunities for existing and new corporate and lifestyle brands.
Aspire will focus on building partnerships for global brands across categories such as art and heritage institutions, fast-moving consumer goods, fashion and lifestyle, hardware, and automotive.
Victoria Whellans, previously the lifestyle group brands director of WildBrain CPLG, takes on a new role as commercial director for Aspire. Under her leadership, the rebranded division will develop brand extensions to create new consumer touchpoints and open revenue streams for partners. Whellans will work closely with Jasen Wright, vice president of North America, with a focus on North America as a key territory of initial expansion.
The Aspire group’s new hires come from key locations worldwide, including New York, Europe, and Asia-Pacific, and are 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,” Whellans says. “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.”
Aspire’s corporate and lifestyle brand portfolio includes recently signed partners such as Sauber Motorsports, The Master Lock Company, the University of Southern California, and Brazillian artist Romero Britto.
Additional new deals 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 UK, Eire, Germany, Poland, Denmark and France.
