New division to focus on growing consumer products business.
Halifax, Los Angeles, London, Toronto, Vancouver -- DHX Media is bringing all its licensing and merchandising activity together under a new dedicated consumer products arm: DHX Brands.
The new division will focus all activity around the company’s core slate of high-profile licensed properties under the DHX Brands banner, bringing together licensing, brand management and creative services teams.
As part of the refocus of DHX Media’s licensing business, Peter Byrne will assume increased responsibility as EVP, DHX Brands, alongside his role as CEO of DHX Media’s subsidiary licensing agency business CPLG. He will be supported by a UK based team that will have global responsibilities. Tor Bushell takes on the position of VP Brand Management, DHX Brands, responsible for all brand and marketing for the DHX stable of properties. Paul Keech will assume an expanded role as VP Creative Services, DHX Brands, responsible for the creative support for both distribution and consumer products. Tom Roe is appointed Commercial Director, DHX Brands, transitioning from CPLG to oversee all commercial aspects as licensor and manage a growing network of international agents.
CPLG will be the appointed agent for selected DHX Brands in all of their subsidiary territories, including the recently expanded presence in North America under Ted Larkins. Both Erin Dippold and Al Fedrigoni will form part of the new North American Consumer Products team at CPLG reporting to Ted.
DHX Brands will develop licensing strategies for select entertainment brands from the DHX stable including the recently acquiredTeletubbies, as well as expanding the support on proven properties such as Yo Gabba Gabba!, In the Night Garden and Caillou. DHX has also recently added the Degrassi franchise to its slate and will be seeking merchandising opportunities for this evergreen entertainment franchise, as well as partners for Ella the Elephant and Johnny Test.
Steven DeNure, President and COO of DHX Media said: “Our recently enlarged slate of high-profile brands has both established consumer products success and great potential, so it is a logical progression to refocus this activity under Peter’s leadership. The new structure allows us to streamline and bolster our Consumer Products activities and maximize the strength of selected properties in core markets.”
Peter Byrne, EVP DHX Brands said: “There are some major opportunities here for DHX Media as a creator and owner of entertainment brands, particularly in tandem with CPLG as one of the leading agents in the business. With a new dedicated division focused on growing premier brands, we are ideally positioned as a company now to exploit this potential.”
Source: DHX Media
Jennifer Wolfe is Director of News & Content at Animation World Network.