Toronto-headquartered WildBrain has appointed Benjamin Bao (pictured) as general manager, China—a role that has been newly created by the company.

Based in Shanghai, Bao, who formerly held the title of VP, Greater China for WildBrain CPLG will continue to report to Ben Peace, WildBrain CPLG’s SVP, commercial, Asia-Pacific, MENA and India. He will also work closely with Maarten Weck, EVP, global partnerships and licensing; and Evi Sari, VP, location-based entertainment.

Effective today (March 5), Bao’s role will expand from just focusing on growing the company’s global licensing agency, WildBrain CPLG, in China, to maximizing commercial opportunities for content creation, audience engagement and global licensing across the country for owned franchises and partner brands including Peanuts, Teletubbies, In the Night Garden and Strawberry Shortcake.

“Both China and [the Asia Pacific region] 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 Weck in a statement.

Bao was previously VP, greater China for WildBrain CPLG.

Image courtesy of WildBrain