Los Angeles Business Journal

AwesomenessTV Continues to Beef Up Executive Ranks

By Omar Shamout Tuesday, April 8, 2014

Los Angeles multiplatform content maker AwesomenessTV has hired veteran retail sales executive James Fielding as the company’s new global head of consumer products and retail.

Fielding most recently served as chief executive for teen retailer Claire’s, and previously as president of Disney Stores Worldwide. Fielding will oversee the teen-oriented media company’s expansion into the consumer products realm.

The hire is the latest in series of moves by AwesomenessTV over the past few weeks.

It last week brought on TJ Marchetti, another former Disney executive, as its chief marketing officer. It also last week acquired competitor Big Frame in a $15 million cash deal, marking yet another purchase in the red-hot multichannel network market.

The move came less than a year after DreamWorks Animation acquired AwesomenessTV in a $33 million all-cash deal. The value of the transaction could rise to $117 million if certain benchmarks are met.

“AwesomenessTV has built an amazing brand in a very short time, engaging teens around the world,” Fielding said in a statement. “I look forward to building a long-term business strategy around consumer products and retail experiences that speaks to our fans in new and innovative ways.”