Hasbro is now looking to grow its licensing activity across the Benelux region via the appointment of WildBrain CPLG who has had its remit expanded to cover The Netherlands, Belgium, and Luxembourg.

Under the agreement, WildBrain CPLG will represent Hasbro’s merchandise, publishing, promotions, and short term location based entertainment business across both Benelux and Nordic regions.

“Benelux is a region with tremendous potential to develop Consumer Products,” said Marianne James, vice president of Hasbro Consumer Products in EMEA. “We are thrilled to expand WildBrain CPLG’s relationship beyond the Nordics and take some of Hasbro’s most powerful and beloved brands such as Nerf, Monopoly, Play-Doh, and My Little Pony to the next level, unlocking new licensing opportunities with local licensees and retail partners.”

Maarten Weck, executive vice president and managing director, WildBrain CPLG, added: “We are delighted to extend our relationship with Hasbro. Benelux is a market with significant growth opportunity for Hasbro’s diverse portfolio of brands, and we are already working closely with the Hasbro team to build a comprehensive consumer products programme in the region.”