By Allison Watkinson
TLL Reporter
WildBrain has promoted Benjamin Bao to general manager at WildBrain China to support the company’s expansion across the APAC region.
“Both China and APAC are rapidly growing and exciting areas of opportunity for us, and we have always taken a bespoke approach to strategy and execution that works hand-in-hand with cultural nuance and local market dynamics,” said WildBrain EVP, Maarten Weck. “Ben Peace’s global vision and dynamic leadership for our overall APAC business, coupled with Benjamin’s wealth of local expertise and deep experience in the China market, makes for a highly complementary and effective duo to drive further growth across the region,” added Weck. “We have big ambitions, and WildBrain’s 360-degree capabilities are vital to maximizing opportunities for our owned franchises and partner brands globally.”
Previously serving as WildBrain CPLG’s vice president of Greater China, Bao’s new role will expand his remit across the company’s content creation, audience engagement and global licensing divisions.
“As we continue to focus on the growth of our business in China, I’m looking forward to building on the incredible momentum we’re seeing across the entire Asia region,” said Bao. “WildBrain’s 360-degree eco-system is a truly unique offering, and we’re committed to harnessing our capabilities to grow opportunities in China, underpinned by our team’s unparalleled local knowledge and expertise.” Benjamin Bao’s new position at WildBrain China is part of the company’s broader expansion strategy for the Asia Pacific and Australia (APAC) regions.
Since it expanded to seven office locations throughout APAC in 2022, WildBrain CPLG has generated significant activity in China for its entertainment and consumer brands.
This activity has included location-based entertainment projects for Peanuts, Teletubbies and In the Night Garden, in addition to multiple consumer product and retail collaborations across its IP portfolio.
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