WildBrain has expanded its content distribution team in the Asia Pacific (APAC) region with the appointments of Jason Soh as global sales and channels director, APAC, and Max Tang as senior manager, content partnerships, China.

Soh and Tang will support the increasing demand for WildBrain’s kids’ and family content across the APAC region in the newly-created roles, according to a news release. The media company’s licensing agency hired Ben Peace as VP of Asia-Pacific in July.

Based in Singapore, Soh will report to Caroline Tyre, VP of global sales and rights strategy, and be responsible for spearheading distribution sales in the Asia Pacific region outside of Greater China. Tang, who is based in Shanghai, will be responsible for expanding WildBrain’s distribution business within Greater China, and will report to Jianbo Wei, managing director, China.

With more than 20 years of experience in the industry, Soh specializes in affiliate sales distribution, marketing and brand management, and sales operations across Asian markets. Prior to WildBrain, Soh was with Warner Bros. Discovery, where he drove revenue for subscription video and pay-TV. He also held management positions in sales and marketing at MGM, Viacom, and The Walt Disney Company.

Tang, who has more than 12 years of experience working in media and sales, has previously worked for IPTV and OTT company BesTV and smart TV company Whaley. He’s also held positions at the HTC VIVE and Oxford University Press.

Soh and Tyre will be attending the Asia TV Forum & Market, which runs from Dec. 7 to 9, to connect with buyers as WildBrain promotes its animated and live-action slates.

The appointments are part of WildBrain’s strategy to offer a 360-degree solution for IP management across production, distribution, and consumer-products licensing, according to a news release. They also come after WildBrain’s brand licensing and marketing agency, WildBrain CPLG, expanded its presence in APAC in April with new offices in Singapore, Taipei and Seoul.

Tyre said in a statement that they are “seeing healthy demand across APAC for our new and evergreen kids’ content. Jason and Max are strong, partner-focused leaders with deep experience in the entertainment industry.”

She added that “they join WildBrain at an exciting time as we continue to grow our overall business across APAC in both content distribution and consumer-products licensing, to bring more WildBrain and partner brands to families throughout the region.”

WildBrain has also announced new content sales with multiple APAC broadcasters and streamers, including the acquisitions of Carmen Sandiego (season one to four), Inspector Gadget and Denis and Me (seasons one and two) by Disney Channel Japan; In the Night Garden (seasons one to five, plus six specials) in China by Youku; and Sonic Underground in Malaysia and Brunei by Astro Media for their Ta-Daa! Channel.

Warner Bros. Discovery has picked up Malory Towers (seasons one and two) for multiple territories across APAC; The Brilliant World of Tom Gates (seasons one and two, plus two specials) was acquired in Hong Kong by PCCW – Now TV; and M&V Co. Ltd (South Korea) has picked up home entertainment and DVD rights for Super Why and classic Caillou.