DreamWorks Animation’s AwesomenessTV plans to extend its youth-skewing media brand, which centers on YouTube videos, to merchandise.

AwesomenessTV has hired Jim Fielding, former president of Disney Stores Worldwide and most recently CEO of retail chain Claire’s Stores, to oversee consumer products and retail efforts.

Last week, AwesomenessTV acquired YouTube MCN Big Frame for $15 million in cash, in a deal continues trend of consolidation in the MCN sector. That includes DWA’s acquisition last year of AwesomenessTV for up to $117 million and Disney’s $500-plus million Maker Studios.

“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,” AwesomenessTV founder and CEO Brian Robbins said in announcing the hire.

Added Michael Francis, DreamWorks Animation’s chief global branding officer, “I’m thrilled to have Jim on board as part of our larger global (consumer products) organization. Jim is uniquely suited to position AwesomenessTV’s product and retail business on a fast track to success.”

Fielding served as CEO of Claire’s for two years before resigning last week. Before that he spent four years as president of Disney Stores Worldwide, overseeing 360 stores in 12 countries as well as DisneyStore.com in five countries. Also at the Mouse House, Fielding held the position of EVP global retail sales and marketing for Disney Consumer Products.

Earlier in his career Fielding was general merchandise manager for the coed division of Lands’ End and worked for retailers including The Gap, The J. Peterman Co. and Dayton Hudson Department Store.

In another recent hire, AwesomenessTV in February named former Blip Networks CEO Kelly Day to the newly created position of chief digital officer.