Hasbro extends WildBrain CPLG partnership for eOne brands across Nordics and CEE

Hasbro Consumer Products has extended its partnership with WildBrain CPLG in a deal that will see the licensing agency represent eOne brands Peppa Pig, PJ Masks, and Ricky Zoom in the Nordics and Central and Eastern Europe.

The popular pre-school brands will join WildBrain CPLG’s existing representation in these territories for Hasbro Consumer Products’ brands My Little Pony, Play-Doh, Monopoly, and Nerf.

The licensing firm’s remit in the Nordics and CEE include merchandising, publishing, promotions, and short-term location based entertainment.

“We’re very excited about expanding our partnership with WildBrain CPLG Nordic and CEE to represent the full combined Hasbro and eOne portfolio locally,” said Delphine de Kool, licensing director for EMEA Agents at Hasbro.

“With a complete portfolio representation and WildBrain CPLG’s local licensee and retail relationships, we see these regions as strong growth markets to continue to deepen our consumer connections and drive meaningful 360-degree retail programs.”

Slawomir Ekiert, managing director CEE and Nordics for WildBrain CPLG, added: “We’ve established a very successful relationship with Hasbro across many of the company’s most popular and iconic family brands in key markets, and the addition of these beloved properties to our rights adds further breadth and depth to our partnership.

“Together with Hasbro, we look forward to building new opportunities to grow these brands in the Nordics and CEE and to creating greater synergy across our European activity.”

WildBrain CPLG already handles Hasbro and eOne brands in Benelux and has scored a raft of new local deals across both portfolios in the territory. For My Little Pony, Canenco is on board for plush, children’s jewelry and make-up to support the brand’s upcoming movie this October.

For Nerf, Durabo is creating headphones and speakers, and Kubbinga is creating bicycles with matching gear.

For Peppa Pig, Sambro is launching large-size plush, and Durabo is developing a range spanning arts and crafts, outdoor toys, headphones and speakers. Further new local partners secured by WildBrain CPLG’s Benelux team include: W&O Products, The Cookie Company, Airquee, Karsten, RMS Europe, TM Essentials, Vondels, Leomil, Stationery Team Europe and Aymax.

In addition to its representation of Hasbro properties in CEE, the Nordics and Benelux markets, WildBrain CPLG also handles Hasbro’s Merchandise, Publishing, Promotions and short-term Location-based Entertainment business in Turkey.

Hasbro Consumer Products adds eOne brands to WildBrain CPLG’s Benelux remit

Hasbro has detailed an expansion to its licensing representation partnership with WildBrain CPLG Benelux to include the globally renowned portfolio of Entertainment One brands, including the likes of Peppa Pig and PJ Masks, following the recent integration of the business.

Under the partnership, WildBrain CPLG will now represent the licensing and merchandising rights for pre-school hits including Peppa Pig, PJ Masks, and Ricky Zoom across the Benelux region.

“We are maximizing our local partnership with WildBrain CPLG Benelux and adding Peppa Pig, PJ Masks, and Ricky Zoom,” said Marianne James, vice president of Hasbro Consumer Products in EMEA.

“With WildBrain CPLG’s local retail relationships, we see this region as a strong growth market to deepen our consumer connections across Merchandising, Publishing, Promotions and short-term Location Based Entertainment.”

Brenda Draaisma, managing director at WildBrain CPLG Benelux, added: “The expansion of Hasbro’s brand portfolio with the addition of eOne’s beloved global preschool brands including Peppa Pig, PJ Masks and Ricky Zoom, has added significant firepower to Hasbro’s already impressive offering.

“We look forward to working across these new brands and we’re confident with their focus on family-oriented storytelling, the properties will drive new growth for licensees and retailers in the Benelux market.”