Seasoned executive Danielle Tanton joins the leading brand licensor as Director, Location-Based Entertainment, EMEA, Experiential Strategy & Partnerships.
WildBrain CPLG has promoted Evi Sari to the newly created role of Vice President, Global Location-Based Entertainment (LBE).Additionally, executive Danielle Tanton has joined the LBE team as Director, Location-Based Entertainment, EMEA, Experiential Strategy & Partnerships.
Sari will lead WildBrain CPLG’s global LBE strategy, focusing on scaling franchise impact and unlocking new licensing opportunities internationally, with an immediate focus on Europe and the Middle East.Based in Shanghai, Sari continues to report to Maarten Weck, EVP, Global Partnerships & Licensing, WildBrain.Tanton joins with experience in licensing and experiential strategy.
Reporting to Sari and based in London, she will spearhead the strategic growth of the LBE business in EMEA and will be responsible for driving new commercial opportunities and forging regional partnerships across experiential formats for Wildbrain franchises.Tanton also serves on a volunteer basis as President of the Themed Entertainment Association’s Europe and Middle East Divisional Board of Directors.The announcement follows a series of LBE projects in APAC for , secured and managed by WildBrain CPLG on behalf of Peanuts Worldwide.
Additionally, the Snoopy Place Café, which opened in October 2024 at Shinsegae Gangnam, combines themed F&B and retail to extend the brand in a high-density urban setting.In China, two new projects with Max-Matching will launch later this year: a Peanuts Family Entertainment Centre (FEC), as well as a Teletubbies and In the Night Garden immersive retail experience.Additional projects are planned for 2026 and beyond, as WildBrain CPLG continues to support its licensing partners in solidifying their LBE presence across the region.
“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.” “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,” added 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.”
Journalist, antique shop owner, aspiring gemologist—L'Wren brings a diverse perspective to animation, where every frame reflects her varied passions.
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