Yinka Akindele has been appointed head of PR and comms to build the BAFTA award-winning website’s profile with children aged from six to 12 and grow brand awareness among parents. The appointment comes ahead of plans to launch the site in the US by the end of next year.
Akindele joins BinWeevils from Turner Broadcasting, where she led trade comms for children's media brands Cartoon Network, Boomerang, Cartoonito and CNToo. Previously, she worked on publicity for television shows such as Peppa Pig on Milkshake, Prove It! on CITV and Taggart on ITV while at Franklin Rae.
She will report to BinWeevils co-founder Amelia Johnson, who said: ‘Yinka has a wealth of experience to bring to the business and an excellent reputation among her trade and consumer press colleagues.
'We’re delighted that she’s joining the strong team and are looking forward to seeing her implement her exciting comms strategy across all aspects of the growing BinWeevils business.’
BinWeevils won the children’s BAFTA for best website in 2011, ahead of Moshi Monsters and Disney’s Club Penguin. A comScore survey found BinWeevils was the most popular children’s online destination in the UK, attracting 972,000 unique visitors during June.
The site includes a video-on-demand service featuring popular Cartoon Network and Nickelodeon shows such as Ben10 and Spongebob Squarepants. Alongside the website, BinWeevils has a number of product licensing deals, including a monthly magazine, books, toys and clothes.