Hasbro extends representation deal with WildBrain CPLG to cover CEE and Turkey

Hasbro has extended its agreement with the sport, lifestyle, and entertainment licensing agency, WildBrain CPLG to cover both CEE and Turkey. The move is an extension of the deal it had with the firm, naming it the Hasbro sub-representative in the Nordics and Benelux regions as of January 1st this year.

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

“We are moving our direct business to an agent model in CEE and Turkey as both regions have tremendous growth potential for our consumer products business,” said Marianne James, vice president of Hasbro Consumer Products in EMEA. “We believe that the strength of WildBrain CPLG to cover Benelux, Nordic, CEE and Turkey will allow us to scale our efforts in a meaningful way.

“WildBrain CPLG will develop our strong portfolio of brands such as Nerf, Monopoly, Play-Doh, and My Little Pony.”

Maarten Weck, executive vice president and managing director at WildBrain CPLG, added: “We are very pleased to extend our geographical footprint to represent Hasbro in CEE and Turkey, where we see tremendous opportunity for their leading family brands.

“The addition of these new markets to our remit strengthens our strategic relationship with Hasbro and gives us even more opportunity to synergise our European efforts, without losing the local touch.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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