Crayola is continuing to drive international growth across new and existing categories in EMEA through a new representation partnership with world-leading licensing agency WildBrain CPLG.

The brand’s successful global partnerships with the likes of Vans and Fat Face have driven significant interest from IP owners and brands who see exciting opportunities to explore the colourful world of Crayola.

In partnership with WildBrain CPLG, Crayola will continue its expansion of its consumer products business through strategic licensing programmes targeting fans of all ages, in key categories including apparel, accessories and footwear, toys, homewares and FMCG products across mainland Europe, the Middle East and Africa.

Rob Spindley, Licensing Director EMEA, says: “Whilst we will retain the UK business within Crayola, we will be leaning into Wildbrain CPLG across its extensive European network of teams and offices. WildBrain CPLG demonstrated an innate understanding of the Crayola brand values, positioning and strategic growth pillars, making the agency best placed in translating this into licensed product programmes across the territory.

“The team’s experience across all consumer product categories integrated into Crayola’s strategic approach to growth, promises to deliver further expansion and opportunity for licensees and brands bringing new and innovative products into the market.”

Meike de Vaere-Hoorn, VP Partnerships & Business Development at WildBrain CPLG, says: “Crayola is a beloved brand in homes around the world, celebrated for inspiring creative freedom, making it an exciting addition to our EMEA portfolio. We’ll be focused on bringing the brand’s playful and imaginative values to life through an engaging consumer products programme for the whole family and we can’t wait to get started on this colourful journey with the team at Crayola.”