Wildbrain rebrands lifestyle division into "Aspire"

Hoping to expand its staff throughout New York, Europe and APAC, the group, led by Commercial Director, Victoria Whellans, will focus on building long-term strategic partnerships for leading global brands across various topics.

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WildBrain CPLG has rebranded its corporate and lifestyle division into the name "Aspire," introduced alongside the agency's Corporate & Lifestyle brands portfolio. “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," said the group's Commercial Director, Victoria 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 new launch 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. As part of the rebrand, the agency also unveiled a dedicated logo for the ASPIRE division. Under the continued leadership of Whellans, the rebranded division will develop innovative, relevant and authentic brand extensions, creating new consumer touchpoints and opening incremental revenue streams for partners. 

The group will grow with new hires in key locations worldwide, including New York, Europe and APAC, supported by international and local sales teams. Whellans will work closely with Jasen Wright, VP North America, to further drive the global strategy for ASPIRE, with a focus on North America as a key territory of initial expansion. “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," Wright said. "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.”

The 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 internationally renowned artist Romero Britto. Its partners also continue to launch innovative collections, with recent highlights from OSPREY LONDON X Sitting Spiritually, who 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 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.