WildBrain CPLG is expanding its business with key leadership changes. The licensing agency has promoted Evi Sari to the newly created role of Vice President, Global Location-Based Entertainment. In her expanded role, Sari will lead WildBrain CPLG’s worldwide LBE strategy, building on her success driving growth in the Asia-Pacific region.
Sari, based in Shanghai, will now focus on scaling franchise impact in Europe and the Middle East. She reports to Maarten Weck, Executive Vice President, Global Partnerships, and Licensing, at WildBrain. Under her leadership, the LBE team aims to expand branded destination formats — such as themed retail, food and beverage concepts, and immersive experiences — that deliver long-term value for licensors and brand owners.
In tandem with Sari’s promotion, WildBrain CPLG has hired Danielle Tanton as Director, Location-Based Entertainment, EMEA, Experiential Strategy and Partnerships. Tanton will lead commercial growth across WildBrain’s IP portfolio in the region, including Peanuts, Teletubbies, In the Night Garden, and partner brand Playmobil. She brings LBE and experiential licensing experience from RWS Global, Mattel, Paramount, Entertainment One, and The Path Entertainment Group, where she led the expansion of live attractions based on Monopoly, SAW, and Paddington Bear. She also serves as President of the Themed Entertainment Association’s EMEA Division.
The appointments follow recent LBE successes in APAC, including a Peanuts touring art exhibition that debuted in Taipei and will travel to Bangkok, Shanghai, and Seoul. In South Korea, the Snoopy Place Café has proven popular at Shinsegae Gangnam, combining themed food and retail. Two new projects in China, a Peanuts Family Entertainment Centre and a Teletubbies and In the Night Garden retail experience, are set to open this year.
WildBrain CPLG says the LBE business plays a central role in its overall licensing strategy. “Location-based entertainment is a powerful way to bring brands to life and deepen fan engagement,” says Weck. “Evi has been pivotal in building our LBE business in APAC, and her global leadership will be key as we scale this success across new markets.”
Sari added, “There’s real demand for brand experiences that become part of people’s lives — something they plan trips around, repeat with loved ones, and share online. We’re focused on driving long-term value through experiences that deliver ‘glocal’ strategy and quality execution.”
