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WildBrain CPLG launches global location-based entertainment business

WildBrain CPLG is continuing the expansion of its global strategy with the launch of a new location-based entertainment (LBE) business to drive opportunities for WildBrain’s franchise brands as well as partner brands such as Peanuts and Playmobil, with an initial focus on Asia Pacific (APAC).

Veteran licensing executive, Kevin Suh is working with WildBrain CPLG to build out the global LBE strategy. Based in LA, Kevin’s remit includes driving key opportunities across territories worldwide.

Formerly president of themed entertainment and consumer products at Paramount Pictures, Kevin oversaw global location-based entertainment for all Paramount global brands including Paramount Pictures, CBS, Nickelodeon and more.

In addition, Evi Sari has joined WildBrain CPLG’s senior leadership team in China as vp of location-based entertainment to spearhead the company’s LBE strategy in APAC and the GCC. Based in Shanghai, she will drive regional opportunities for WildBrain’s franchise brands including Teletubbies, Strawberry Shortcake, Inspector Gadget and In the Night Garden, as well as for third-party brands such as Peanuts and Playmobil.

Evi was previously vp of location-based experiences at Paramount (ViacomCBS), responsible for building partnerships to develop the franchises of Paramount Pictures, Nickelodeon, MTV and CBS into real-world experiences in Asia.

“Location-based entertainment creates another tool for brands in our 360-degree offering as part of the global WildBrain organisation, bolstering our integrated capabilities across content creation, audience engagement and global licensing,” commented Maarten Weck, evp and md at WildBrain CPLG. “LBE is a fast-growing segment globally, with APAC being a key opportunity, and we have big ambitions in this space. With Kevin’s global LBE experience and Evi’s highly impressive expertise in APAC, we’re perfectly placed to help brands capitalise on the significant and growing opportunities this sector presents.”

The launch of WildBrain CPLG’s new LBE business comes on the heels of signing major partnerships for multiple new projects in China through deals brokered on behalf of Peanuts Worldwide for Peanuts, and WildBrain for Teletubbies and In the Night Garden, with Max-Matching Entertainments, a developer, investor and operator of international cultural and IP visitor attractions.

Max Matching is one of the largest LBE licensees in China with rapid expansion into the Asia Pacific region. The new deals include the opening of Family Entertainment Centres (FECs) and IP themed hotel rooms for each brand in Beijing, in Zhongshan City, Guangdong and a city yet to be announced.

Set to roll out over the next five years, the IP activations will be part of new retail, leisure and entertainment destinations in Beijing and Zhongshan.

“We’re delighted to partner with Max-Matching on LBE activations in China for Peanuts, Teletubbies and In the Night Garden,” commented Evi Sari, vp of location-based entertainment at WildBrain CPLG. “Their new projects have premium locations in Beijing and Zhongshan, making them ideal destinations for children and families to visit and enjoy popular entertainment brands.

“Our new LBE business is off to a great start, as we continue to enhance WildBrain CPLG’s offering to brands and partners around the world.”

Owen Zhao, president of Max-Matching, continued: “With the rapid development of China’s economy and rising demand for high-quality leisure and entertainment experiences, Max-Matching is excited to explore further collaborations with WildBrain CPLG on outdoor theme parks, FECs, themed hotel rooms, themed F&B and retail.

“We look forward to potentially expanding our partnership in the future to create diverse branded offerings that will be anchor family attractions in urban mixed-use destinations in China.”

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