By Sahil Patel
AwesomenessTV has named James D. Fielding, the former CEO of Claire’s, its new global head of consumer products and retail. He will oversee all consumer products and retail efforts for the teen network, which today reaches 80 million subscribers on YouTube.
“Jim is a true visionary in the retail industry and, as former CEO of Claire’s, he brings a unique perspective on our target teen audience,” said Brian Robbins, AwesomenessTV founder and CEO, in a statement.
Fielding is well-experienced in the retail business. Prior to his time at Claire’s, he was the president of Disney Stores Worldwide for four years. There he oversaw a $1.2 billion global business, operating 360 stories in 12 countries, as well as DisneyStore.com in five countries.
For AwesomenessTV, it was only a matter of time until the company entered the merchandising business. Targeting teens and tweens, it’s perfectly suited to build products, apparel, and other sorts of goods based on its top creators and brands — not unlike what legacy kids networks like Disney and Nickelodeon (where AwesomenessTV also has a weekly show) already do.
AwesomenessTV is owned by DreamWorks Animation, and recently acquired fellow YouTube talent network Big Frame for $15 million.