TLL Staff
WildBrain CPLG has announced a major expansion of its location-based entertainment (LBE) division, promoting Evi Sari to the newly created role of Vice President, Global Location-Based Entertainment, and appointing Danielle Tanton as Director, LBE, EMEA, Experiential Strategy & Partnerships.
The move reflects the company’s growing focus on experiential licensing as a driver of brand engagement and global growth.
Based in Shanghai, Sari (pictured above) will now oversee WildBrain CPLG’s global LBE strategy, scaling the company’s licensing footprint beyond the Asia-Pacific region into key markets across Europe and the Middle East. She continues to report to Maarten Weck, EVP, Global Partnerships & Licensing.
“Location-based entertainment is a powerful way to bring brands to life and deepen fan engagement,” said Weck. “It continues to be an integral part of our 360-strategy across content creation, audience engagement and global licensing.
“Evi has been pivotal in building our LBE business in APAC, and her global leadership will be key as we scale this success across new markets. With Danielle’s extensive experience bolstering our market-leading expertise, we’re well-positioned to accelerate our growth in EMEA and beyond.”
Tanton, who will be based in London and reports to Sari, brings a strong background in experiential and licensing strategy. She has held senior roles at RWS Global, Mattel, Paramount, and Entertainment One, and previously led licensing at The Path Entertainment Group, where she helped launch branded experiences such as Monopoly Lifesized, the SAW: Escape Experience, and the Paddington Bear Experience. She also serves as President of the Themed Entertainment Association’s Europe and Middle East Divisional Board of Directors.
Tanton will now spearhead the commercial expansion of LBE partnerships in the EMEA region, working with iconic franchises such as Peanuts, Teletubbies, In the Night Garden, and partner brand PLAYMOBIL.
“There’s real demand for brand experiences that become part of people’s lives—something they plan trips around, repeat with loved ones, and share online,” said Sari. “Across APAC and EMEA we’re seeing audiences drawn to immersive experiences that are both true to franchises and tuned to local preferences.
In this new role, I’m excited to work with Danielle to drive our EMEA growth, while building on our momentum in APAC. We’re focused on driving long-term value for franchises through experiences that deliver ‘glocal’ strategy and quality execution.”
The leadership changes follow several successful projects in the APAC region, where WildBrain CPLG helped launch initiatives including How Do You Do, Snoopy? 75 Years: A Journey of Friendship Through Art—a touring Peanuts art exhibition produced with Blue Dragon Art—and the Snoopy Place Café, a branded F&B and retail experience in Seoul.
Additional immersive experiences for Peanuts, Teletubbies, and In the Night Garden are set to debut in China later this year, with further expansions planned into 2026 and beyond.
WildBrain CPLG says these moves support its commitment to delivering branded experiences that connect deeply with audiences and unlock new revenue opportunities for IP owners and partners worldwide.