WildBrain CPLG Lifestyle is the latest division to join WildBrain.

The company, which represents properties from Hasbro, Spin Master, and Peanuts in select territories, tapped Victoria Whellans to serve as group brands director. In her new role, Whellans will be responsible for developing strategies for new and existing partners, and directing consumer product roll-outs and partnerships in key lifestyle categories.

“The launch of WildBrain CPLG Lifestyle demonstrates our commitment to supporting our corporate and lifestyle brands, which are often new to licensing and require high-level, strategic roll-out plans,” says Maarten Weck, executive vice president and managing director. “With Victoria’s impressive industry knowledge and tenacious approach, she is the ideal candidate to head up this new initiative and maximize the consumer products potential of [our] brands across Europe.”

WildBrain CPLG closed out January with a series of executive moves and recently extended its licensing agreement with Hasbro.