Tag Archives: WildBrain CPLG

WildBrain CPLG turns up the volume with MTV x Eastpak collaboration

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Leading entertainment, sport and brand licensing agency WildBrain CPLG has secured a global deal with Eastpak for a collection inspired by ViacomCBS Consumer Products’ iconic pop culture and entertainment brand MTV. The range launched earlier this month and during MTV’s 40th anniversary year, and spans backpacks, a duffel bag and bum bag, all featuring bold hand-drawn elements and bright 1980s-inspired graphics. The deal was brokered by WildBrain CPLG’s Benelux team.

The MTV x Eastpak range is now available at Eastpak’s stores and website globally and is being supported by an extensive marketing and social media campaign.

Peter Evers, Commercial Director Benelux at WildBrain CPLG, says: “There continues to be significant demand from consumers for merchandise that evokes a feeling of nostalgia and transports them back to a moment in time. Through this loud and bold collection, we’ve brought together two decade-defining brands from the 1980s to create a line that celebrates not only the importance of both MTV and Eastpak during that era, but also their continuing appeal with young adults today.”

Maxime Morel, Senior Merchandiser Special Projects at VF International – owner of the Eastpak brand – added: “Our new collaboration with MTV reimagines our classic designs in the style of the world’s most iconic entertainment brand. We translated the nostalgic MTV graphics into a capsule collection that features three vibrant prints, and each design stands out with co-branded MTV and Eastpak logos. The boombox-inspired MTV Duffle bag is exclusive to this collection, paying homage to the 1980s era.”

WildBrain CPLG represents additional pop culture and retro ViacomCBS Consumer Products brands in multiple territories, including MTV, Star Trek, Twin Peaks and 90210. This MTV x Eastpak collaboration builds upon WildBrain CPLG’s recent deal for ViacomCBS Consumer Products with Tommy Hilfiger, which saw the successful launch of ‘A Blast From The Past’ capsule fashion collection this summer. The Hilfiger range features iconic characters and logos from Nickelodeon and MTV across a range of T-shirts, sweats, and hoodies.

Spread Group gains Sven Burscher as Head of Licensing

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Spread Group has appointed Sven Burscher as its new Head of Licensing, in a move that highlights the expansion of its licensing business. Burscher will be responsible for Spread Group’s entire licensing portfolio, with a special focus on international marketing strategies. He moves from a longtime partner of Spread Group, the WildBrain CPLG agency.

As Brand & Retail Director, Sven Burscher most recently led the development of WildBrain CPLG’s e-commerce business. He played a key role in the licensing agency being named “Agency of the Year” at the International Licensing Awards in 2020. After earning his degree in business administration, he made his start in the licensing industry in 2014 and quickly rose to become the main contact for major rights holders, such as Peanuts, Universal, Hello Kitty and Sesame Workshop.

Over the past four years at WildBrain CPLG, he has overseen the expansion of the agency’s licensing portfolio both in bricks-and-mortar retail, with clients such as Lidl and Puma, and in e-commerce with Spread Group. Effective immediately, he is now responsible for the company’s current roster of approximately 190 licensing properties worldwide, including Warner Bros. Entertainment, Zag, Sesame Workshop, Kiddinx and Sony Music.

“My goal is to further strengthen Licensing as a strategic business area and to form new collaborations with international best-in-class partners,” says Sven. “Furthermore, I would like to increase the visibility of the range of our licensing topics and exchange ideas directly with our licensors. This includes, for example, increased representation at the top licensing trade shows. I’m very excited about these new challenges at Spread Group.”

The Metropolitan Museum of Art unveils new licensing partnerships

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The Metropolitan Museum of Art has announced its new licensing partnerships across home décor, fashion accessories, gifting and educational games. Collectible clutch bags by Olympia Le Tan launched in September, while over the coming months, an exciting range of new products will be launched to consumers and the trade.

Inspired by the artworks and stories within its collection, the Met has worked closely with selected partners “who exhibit the highest level of creative development in their respective areas, from home textiles to social expressions”. Licensing partnerships include bedding and home accessories by Ann Gish (launching October 2021), giftable ceramic tabletop items by Ligne Blanche (winter 2021), case furniture by Abner Henry and Lingo educational games (both January 2020, Pura home fragrance, and paper goods and social expressions by Caspari (both spring 2022), and textiles, wallpaper and trim by Scalamandré (autumn 2022).

Six of the partnerships were sourced through the Met’s agency relationship with Beanstalk, the Met’s licensing agency for the US, Canada, EMEA and Japan. The remaining two – Olympia Le Tan and Ligne Blanche – were sourced by WildBrain CPLG.

Products will be available through partners’ distribution channels, and will be highlighted within the Met Store in New York. All proceeds from licensing revenues will support the Museum’s collection, study, conservation and presentation of over 5,000 years of art.

“We are thrilled and honoured to be working with these incredible companies, some of which, such as Scalamandré, have longstanding relations with the museum,” says Lisa Silverman Meyers, Global Head of Licensing and Partnerships for The Metropolitan Museum of Art. “We are so excited to see how they marry the heritage and the unique design sensibilities for which each company is known, to create offerings that are inspired by highlights from the Museum’s permanent collection.”

 

WildBrain CPLG lands raft of UK partners for Dr Seuss’ The Cat in the Hat, How the Grinch Stole Christmas

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Dr Seuss’ The Cat in the Hat, How the Grinch Stole Christmas, and Green Eggs and Ham will all be expanding their UK licensing presence in the coming weeks, thanks to a raft of new deals and consumer products programmes landing courtesy of the licensing agency, WildBrain CPLG.

Among the new signing, Brand Alliance will be delivering a range of apparel and accessories based on the How the Grinch Stole Christmas IP, where it will be joined by Solent Brands and its ‘bag for life’, H&A’s health and beauty items, and Fizz Creations’ gifting and kitchenware range.

Meanwhile, Beautiful Games will be developing stickers and decals for various Dr Seuss titles.

Further UK deals will see Brand International release How the Grinch Stole Christmas footwear and accessories, as well as nightwear for The Cat in the Hat and Green Eggs and Ham. Stor is creating a line of How the Grinch Stole Christmas kitchenware. The new ranges will roll out from Autumn/Winter 2021, with the How the Grinch Stole Christmas lines being available for the festive 2021 season.

John Taylor, VP northern Europe and managing director UK and France at WildBrain CPLG, said: “The iconic brands of the Dr. Seuss portfolio continue to celebrate enduring popularity among consumers, licensees and retailers alike. We’ve already established significant licensing partnerships for Dr. Seuss across Europe and these latest wave of deals will offer fans in the UK even more unique products across a compelling array of categories, such as health & beauty and kitchenware.”

Susan Brandt, president of Dr. Seuss Enterprises, L.P., said: “We’re very happy with our partners continued success in the UK, making the Grinch a best-selling character at retail each year. It’s also exciting to see new and existing partners expanding our product categories for Green Eggs and Ham and The Cat in the Hat, two properties that continue to make Dr. Seuss the number one licensed children’s book brand in the US.”

WildBrain CPLG unveils new wave of global deals for Yale and Harvard Universities

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WildBrain CPLG has signed a new wave of global deals for Yale and Harvard universities, expanding the brands across apparel, accessories, stationery, wall art and more as the agency continues to grow its lifestyle licensing remit.

WildBrain CPLG has signed a partnership with the Australian retailer Cotton On for a spring/summer 2021 range of adult and kids’ apparel, accessories, stationery, wall art, and homewares for the Yale University brand. The range is now available in 880 stores globally across Cotton On and Typo.

Additionally, new European partners include Stationery Team for stationery and bags for Benelux, Spain, Germany, Austria, Switzerland, France and Poland; Carbotex for home textiles for Europe (excl. UK, Ireland, Germany and Nordics) and apparel and accessories in Central & Eastern Europe (CEE); Sahinler for kids and adult apparel and accessories in France; MLP for kids and adult apparel and accessories for select territories within EMEA; and Creaciones Jugavi for toiletry bags in Spain and Portugal.

In North America, The Forecast Agency is launching a Yale University apparel range into specialty fashion stores this summer. Additionally, Sun CE is on board for Yale apparel, accessories and footwear in the Middle East, and WildBrain CPLG is continuing its existing deal with apparel licensee Park Agencies in the UK and Ireland and also with global fashion retailer H&M.

Meanwhile, for Harvard University new European licensees include Stone Kids and the high-end fashion brand Cyrillus for kids and women’s apparel and accessories, launching in France for Autumn/Winter 2021; Aytex for apparel and accessories launching into multiple European territories; Carbotex for apparel and accessories in CEE, plus homewares in CEE, France, Italy and Benelux; and SkyBrands for kids and adult apparel, accessories and home textiles for the Nordic market.

In the Middle East, WildBrain CPLG has signed Fan Mania for apparel, accessories, bags and footwear, alongside direct-to-retail deals with Max Fashion for apparel, accessories, bags, stationery and footwear to launch for back-to-school 2021, and also with fashion retailer RIVA for a collection targeted at women and girls for Autumn/Winter 2021.

For both Yale and Harvard universities, Contrast is launching apparel, accessories, home textiles and bags for the Nordics; Brand Design is signing up for apparel and accessories across Belgium, Netherlands, Poland and the Nordics; J. Brand International is on board for apparel and accessories for Italy, and Ulupinar Teksil is on board for adult apparel and accessories in Turkey and Cyprus with product available at Mavi, DeFacto and LC Waikiki.

For the UK and Ireland, Brand International Group is on board for kids and adults footwear and accessories, alongside Brand Alliance for apparel, loungewear, nightwear, swimwear and print-on-demand apparel and accessories. WildBrain CPLG has also signed deals for fashion retailers Pull & Bear, Zara, Lefties, Stradivarius and Mango.

Victoria Whellans, groups brands director, Lifestyle at WildBrain CPLG, said: “It’s a privilege to continue representing the iconic and prestigious Yale and Harvard university brands as part of our expanding Lifestyle portfolio. With the trend for products inspired by varsity and US institutions really proving its longevity, which we expect to continue well into 2022 and beyond, there’s significant demand for Yale and Harvard across the globe, as demonstrated by this extensive and distinctive line-up of new licensees and retailers.”

Yale is an historic institution and houses 14 residential colleges, each with its own shield, motto, cheer and mascot. The university is also famous for its athletic facilities, which includes the Yale Golf Course, built in 1926, the 61,000-seat Yale Bowl (American Football), as well as one of the largest gymnasiums in the world. It also houses the second largest university library in the world. Many notable alumni have graduated including five US presidents, 19 US Supreme court justices and 500 members of the US Congress.

Established in 1636, Harvard University is the oldest institution of higher education in the United States. Based in Cambridge and Boston, Massachusetts, Harvard has more than 360,000 alumni around the world and is devoted to excellence in teaching, learning and research and to developing global leaders in many disciplines.

British artist Charlotte Posner to release summer collection with UK fashion brand Never Fully Dressed

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The British contemporary artist, Charlotte Posner has landed a new partnership with the UK fashion brand, Never Fully Dressed to launch a summer collection featuring her own hand-drawn illustrations across a range of satin dresses, wrap tops, Jaspre skirts, and organic t-shirts.

The collection will be launched this month and available in stores and online at neverfullydressed.co.uk, the result of a partnership brokered by Charlotte Posner’s UK agency, WildBrain CPLG.

Jennifer Gould, brand and retail manager at WildBrain CPLG, said: “With their use of vibrant colours and versatile styles, Never Fully Dressed is the ideal partner to kick-off our design-led licensing programme for Charlotte Posner. The collection perfectly utilises Charlotte’s unique artwork and has resulted in a wonderful and timeless range.”

Lucy Aylen, founder of Never Fully Dressed, said: “The Never Fully Dressed x Charlotte Posner collaboration was born in 2020, a year where we were in some lights starved of creativity, fashion and fun. Charlotte’s fun prints offer escapism featuring extravagant, glamorous scenes showcased through her beautiful art. We hope our customers can live through the prints whilst feeling fabulous and fun when wearing.”

Posner’s style and popularity exploded onto the public scene in 2014 when she was featured as part of the Royal Academy Summer Exhibition and was profiled on the BBC’s The Culture Show. The artist has since collaborated with some of the world’s leading luxury brands and retailers, including Brown Thomas, Louis Vuitton, Nicholas Kirkwood, Crème de la Mer, London Fashion Week, and Japanese cosmetics brand Shiseido.

Meanwhile, Never Fully Dressed grew from a range of customised clothing the company’s founder, Lucy Aylen, sampled from her parents’ attic to sell at Portobello Road and Spitalfields markets, and soon developed into a successful online business with a permanent store in the brand’s native Essex.

The brand looks to promote positive dressing by showcasing multi-wears, styling tips and innovative fashion designs to its social community. Never Fully Dressed is also aiming to improve its sustainably journey starting with its pre-loved platform, as well as a Depop profile selling samples and recycled items to encourage a longer clothing lifecycle.

Fashion statements | WildBrain CPLG explores how the post-pandemic world of licensed fashion has shifted gear

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With the world beginning to reawaken and emerge from its pandemic slumber, so too is the world of fashion switching gear, slipping out of its comfy bagging clothing and back into a wardrobe designed for life outside, once again. However, notes Pau Pascual, VP Southern Europe and MD of Iberia and MENA, at WildBrain CPLG, the ever-moving fashion scene hasn’t emerged untouched by the shift in consumer sensibilities. Not by any stretch of the imagination.

Here, WildBrain CPLG’s Pascual talks us through the key trends to be hitting the post-pandemic licensed fashion space.

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Last year, as with many changes brought about by the pandemic, we saw significant shifts in the world of fashion, particularly in purchasing choices. With much of the world working from home, consumers were prioritising clothing that was comfortable because this became the new daily wardrobe for many, and so there was a swing from retailers to embrace this trend and offer more in the way of casual and sportswear.

However, now with the world starting to open up again, many consumers are looking to inject freshness into their wardrobes and retailers are looking to keep their offering engaging, relevant and fun. Below are five key trends that we’re seeing in the fashion space at WildBrain CPLG, exploring how these are being adopted by brand owners: 

Varsity Back in the Spotlight 

We’ve seen varsity and US college-inspired products, both in the mass market and high-end fashion space, for many years now, but in 2021, the presence of styles that take inspiration from iconic US institutions and their merchandise – such as the baseball ‘letterman’ jackets – has really accelerated. 

There was certainly a large halo effort from Hedi Slimane’s spring ‘21 menswear collection for Celine, which included varsity jackets, along with other varsity-inspired trends, from baseball caps and high-top sneakers to sweatsuits and track shorts, that we’ve seen trickle down to the high street. This trend has also been fuelled by TV shows, such as the Gossip Girl reboot and Riverdale, that have played a key part in bringing varsity style fashion back into focus. Also, the portrayal of Princess Diana in the latest season of The Crown has drawn renewed attention to her fashion looks, including her iconic Philadelphia Eagles varsity jacket. 

Many licensed properties are leaning into this trend and providing their own fresh takes, such as with the beloved Peanuts brand we represent and its many ranges with Inditex. We also represent several iconic institutions themselves, including Harvard and Yale universities, and are seeing great interest in these brands.

Retro Gaming 

Another fashion trend that has been around for a little while but is now stepping up a level, is the use of retro gaming brands, such as Nintendo, and our very own Tetris, Space Invaders and Sonic. As platforms have evolved over the years, these games have been played by multiple generations in many different ways – from the original arcade and console games, and now on tablets and mobile devices – and so they bring wide brand recognition across multiple demographics. 

These properties also offer a real sense of fun and playfulness, as well as tapping into the spirit of nostalgia and evoking the spirit of the ‘80s and ‘90s, which is proving to be really appealing to the millennial generation. More generally, the distinctive graphics are a hit with fans of strong visual styling. 

In particular, we’re seeing these brands enjoy great success with footwear collaborations, such as the deal we recently secured with premium Dutch footwear brand Floris Van Bommel for a Spring/Summer capsule collection inspired by Space Invaders. We often see a ‘30-year-cycle’ where kids who grew up with the IP are now in a position to buy something special that reminds them of their childhood and we see this as a real driver of the trend.

Vintage Brands Applied to Lifestyle 

Also in the vein of millennial and Gen Z nostalgia, we’re increasingly seeing the use of vintage brands applied to lifestyle products within fashion, for example, the new capsule collection inspired by the iconic Fruit of the Loom apparel brand that’s recently launched at Zara. There’s also a lot of interest in brands such as Technics and Kodak, as well as heritage sports brands like Prince and Kappa. 

The fashion industry often aims for the surprise factor by reviving brands that used to be the ‘coolest ones around’ and using them to create a flashback moment during which consumers are reminded of something they’d perhaps long forgotten. This type of licensed collaboration really gives consumers a chance to relive their memories of a certain brand and, although the product may now appear in a different form, it offers them a chance to once again buy something from a brand they loved when they were younger.

Care for the Planet, Ourselves and One Another 

Across all stages of fashion, there is an increased commitment to more environmentally friendly practices and choices – starting right with the manufacturing processes and the raw materials that are being used. The industry is striving to embrace the ‘circular’ economy with reusing and recycling being the top priorities, and this is already happening across many of the big fashion retailers. Many new fashion companies are also solely working with recycled materials and within this type of circular economy. 

Environmental sustainability is also being applied directly to the messaging of products, such as Ecolaf with its ‘There’s No Planet B’ campaign. We also recently worked on a fantastic collaboration for Peanuts Worldwide with the luxury eco-sustainable apparel brand, Vayyu. To mark Earth Day, Vayyu launched its first licensed collection, which featured Charles M. Schulz’s classic Peanuts characters and included garments designed by students from Nottingham Trent University. This was all part of Peanuts Worldwide’s “Take Care with Peanuts” initiative, a global multi-year enterprise encouraging everyone to take care of themselves, each other and the Earth.

As well as embracing the growing interest in caring for the planet, licensing trends are also capturing the zeitgeist within the fashion space for care and kindness – as we emerge from the pandemic with a renewed respect for one another and our world. This is coming across in apparel that brings in messages of acceptance and inclusivity, as well as encouraging individuals to express themselves freely. A great example of this is WildBrain’s recently launched Teletubbies adult fashion collection for 2021 Pride Month, which incorporates a theme of ‘Big Hugs, Big Love’ and celebrates the importance of self-expression in an uplifting way. The collection’s proceeds will also benefit GLAAD to support its culture-changing work to accelerate acceptance for the LGBTQ community. 

In a more visual sense, we’re seeing many floral and colourful patterns as consumers embrace fun, playful prints to counteract the difficult period we’ve been living in.

Art, Graphics and Museums 

Finally, there’s been a continuing trend for many years for fashion partnerships inspired by art brands, particularly when there’s an anniversary from artists and museums to be celebrated with supporting merchandise. 

This trend has ramped up recently, with many well-respected artists and museums being a key focus for licensed collaborations. Some recent examples include Zara launching a menswear collection inspired by the “El Prado” Museum in Spain as well as a range for the Sistine Chapel, and Pull & Bear collaborating with Tate Modern. Licensed collaborations offer consumers another – often more affordable – avenue to own a ‘piece of art’ from their favourite creators and build this into their daily lives. 

The UK’s Cribstar and Vintage Supply among wave of European partners for Peanuts Worldwide

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The UK’s own baby and kidswear brand, Cribstar and the adult fashion brand Vintage Supply are among a suite of new European partners to sign up with Peanuts, expanding the IP’s activity across fashion, accessories, homewares, and gifts for kids and adults.

The pair make up two new UK additions amid a long list of European partners that include the likes of the Dutch beachwear brand Shiwi, Eastpak who will be delivering a collection of Peanuts backpacks and travel bags, and Leomil who has signed up for a girls and women’s footwear range across the Benelux region.

Meanwhile, WildBrain CPLG’s Germany, Austria, and Switzerland team has extended its PUMA partnership with a second collections of kids’ footwear, apparel, and accessories scheduled for a worldwide launch this month. The premium pet food brand, Platinum has also been signed for a promotional deal, featuring Snoopy as its brand ambassador.

In Spain, Andres Gallardo has launched its second handcrafted Peanuts collection, Dime Que Me Quieres has debuted a handmade artisan jewellery range, and Zara Home has introduced a new line of babywear, towels, homeware, and accessories at its stores. In Greece, meanwhile, Giovas is to launch bags and accessories in a new back-to-school Peanuts collection.

Over in Italy and WildBrain CPLG’s local team has secured a deal with MyBeautyBox which saw the monthly makeup subscription service dedicate its June mystery box to Peanuts, while publishing partner Foto Edizoni is adding Peanuts comic strips to its monthly crossword magazine. It is also launching a bi-monthly Peanuts themed kids and teen crossword magazine.

In France, the Parisian fashion design studio, Sandro has launched a Peanuts men’s capsule collection, while the local fashion brand Cyrillus has unveiled a baby and children’s collection. In Central and Eastern Europe, MPTECH has been signed for stationery and back-to-school items with the first collection launching for back-to-school 2021.

On top of all of this, the licensing agency has also secured the Nordic representation rights for the brand, effective from July 1st this year.

Tara Botwick, senior director, territory management EMEA for Peanuts Worldwide, said: “A key part of our Peanuts brand strategy is ensuring we’re continually innovating and reaching our fans in unique ways. This latest wave of licensees and distinctive new collection launches promises to offer consumers of all ages some really fun and creative ways of engaging with Snoopy and the gang.”

Maarten Weck, EVP and managing director at WildBrain CPLG, added: “The timeless Peanuts brand continues to prove its enduring popularity among a broad range of consumers, retailers and licensees across Europe and beyond, as demonstrated by these latest product ranges from both new and long-term partners.

“With the European licensing programme continuing to diversify and gain further momentum, it’s also fantastic to extend our remit and represent the brand across the Nordic market, which offers significant potential for additional growth.”

Moose Toys delivers knockout new franchise Akedo Ultimate Arcade Warriors with WildBrain CPLG and Nickelodeon

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Moose Toys is delivering a knockout new launch this summer and its ‘biggest boys’ launch to date’ with the arrival of Akedo – Ultimate Arcade Warriors, a battling action figure series that will launch with a new animated series, a licensing programme managed by WildBrain CPLG, and a special tournament hosted by Nickelodeon.

Derived from the Japanese word for arcade, Akedo has a retro gaming look and combines it with kids battling one-on-one with 39 unique warriors including ninjas, robots, gladiators and Vikings, alongside teddy bears, a dinosaur and clowns, using skill and strategy to claim victory over their equally well-equipped opponents.

Building excitement for the action-packed game play of Akedo, Moose is making its largest ever investment in content with WildBrain. Moose also is partnering with Nickelodeon to create a branded “as live” event ― The Akedo Super Ultimate Ultimate Tournament ― on Nickelodeon’s YouTube channel which garners over 50 million views each month.

To create full franchise opportunities for the new brand, Moose and WildBrain Spark are co-producing a new animated series bringing the world of Akedo to life. The action-packed series trailer can be viewed on the MooseTube Mania YouTube channel, a mini movie will premiere on July 2 and full episodes will roll out shortly thereafter.

Episodes also can be viewed on Amazon Prime Video Direct. In Canada, WildBrain also will debut the new Akedo series on its leading television network beginning this fall.

Alongside the robust content offering, Moose also has partnered with WildBrain CPLG, to manage a global licensing program for the Akedo brand across all categories to follow the toys’ launch. WildBrain will handle global distribution for the new series.

Action-packed gameplay is created by figures that are attached to individual coin bases that are reminiscent of arcade play. Using the included controller, figures deliver a unique split strike action that literally splits the other Akedo figure in half. Players’ skill and strategy increase as they move through the collection of 39 warriors, including Classic, Epic, Ultra Rare, Legendary, Exclusive Ultra Rare and the very Limited Edition Mythical Stormstrike, a glow-in-the-dark Viking.

For the ultimate battle experience, players can match up in the ’90s retro style Ultimate Battle Arena, a play-set that emulates an old-school arcade game complete with its own theme song. The arena comes with two exclusive Ultra Rare warriors, Turbo Chux and Screen Shot, both with double battle accessories.

Included are two interchangeable backdrops, two deluxe controllers and detachable training punching bag. Adding excitement, and a bit of humor, to the battles, the arena plays more than 35 real battle sound effects.

“Our success in the boys’ aisle with the Treasure X and Heroes of Goo Jit Zu lines established Moose as a toy super innovator in the category. We are pulling out all of the stops with the Akedo launch,” said Ronnie Frankowski, chief marketing officer, Moose Toys.

“Combining our expertise in collectibles, WildBrain’s cutting edge approach to content and licensing and Nickelodeon’s ability to create on-trend interactive events for its highly engaged and loyal audience, Akedo is positioned to deliver a knock-out hit.

“It’s the most dynamic battling toy ever, and with deep collectability and engaging entertainment, we are delivering a fully-rounded experience that meets kids where they are. It’s a bold move that is consistent with Moose WOW innovation. Akedo is the next global boys’ action franchise mega hit.”

Rachel Taylor, commercial director, WildBrain Spark, added: “Having successfully managed Moose’s YouTube strategy for a number of years at WildBrain Spark, we know just how incredibly engaged kids are with their content online. As more and more kids’ brands move to digital-first launch strategies, it’s a natural step to extend our Moose partnership across WildBrain’s integrated offering of production, distribution and licensing for the amazing new Akedo franchise.

“Moose has an excellent track record of delivering toys kids love, and we’re confident Akedo is going to be a big hit both on and off screen.”

Frankowski added: “Working with Nickelodeon we’ve created an action-packed interactive component to the product launch, The Akedo Super Ultimate Ultimate Tournament, that literally brings to life the Akedo experience in a way no other partner could.

“Moose has had a long-standing relationship with Nickelodeon, but this is the first time we’ve partnered with them for a branded “as live” event. Tapping into Nickelodeon’s group of top-level influencers to introduce kids to Akedo and this absolute next level game play will be entertaining as well as demonstrate how the game is played by enthusiasts that kids can relate to.”

April L. McKenzie, Vice President, Kids & Family Activation, Velocity, ViacomCBS, said: “Through this collaboration with Moose Toys, Nickelodeon continues to push the envelope by creating innovative content and experiences that appeal to fans of all ages.

“The Akedo Super Ultimate Ultimate Tournament not only spotlights the exciting launch of this new action-based toy, but also offers kids and families an opportunity to be at the center of the action.”

The Akedo Super Ultimate Ultimate Tournament will tap the power of Nickelodeon’s 35 million social reach, and enlist its talent and influencers to reach kids and parents. The event will match up 16 competitors made up of kids and top influencers in an exclusive bracket-style tournament, with each competitor battling for their warrior to win the title and become the Ultimate Akedo Champion.

Leading up to the event, influencers including Ninja Kidz, Onyx Kids, Kyle’s Toys & Games and Ohana Boys will be sharing content that showcases how they are training for battle.

On Aug. 15, the event goes live on Nickelodeon’s YouTube channel hosted by digital creator and YouTube star Nathan from Unspeakable calling the action through Aug. 21. Catch it after Aug. 21 on Moose’s YouTube channel, MooseTube Mania.

Akedo will launch on Walmart.com and Amazon in July and in stores at all major retailers in August.

WildBrain CPLG scores wave of new Emoji partners across EMEA spanning fashion, accessories and back to school

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WildBrain CPLG has scored a new wave of new deals across EMEA for the globally revered Emoji – The Iconic Brand, adding a selection of new fashion, accessories, and back to school partners to the ever-expanding portfolio.

WildBrain CPLG’s Middle East and North Africa (MENA) team has inked a deal with Yellow Flower (Premium Brands) for an Emoji apparel line spanning babywear and kids’ t-shirts, now available at Carrefour stores across the Middle East. Additionally, Andy Enterprises has developed a new line of Emoji face masks, which has launched at 45 Brands for Less stores in the region.

The new partnership joins the previously detailed deal with the Kuwaiti sports and high street fashion retailer, Al Nasser, who has now introduced its first Emoji brand apparel range for kids and women. Meanwhile, the local high-end fashion retailer RIVA has just launched its second Emoji brand collection for teens and women.

Over in Central and Eastern Europe, WildBrain CPLG is building upon its long-term relationship with the Polish market leader for school supplies, St-Majewski, with the launch of a new range of Emoji stationery and gifts, including crayons, colouring pencils, notebooks, backpacks, diaries and money boxes. The line is now available online and at stores across Poland and Europe, with the support of an extensive marketing and PR campaign.

In a further local deal, WildBrain CPLG has signed Utenos who will launch an apparel collection for kids, tweens and young teens this summer.

Marco Huesges, CEO and founder of the Emoji company, added: “An integral part of our Emoji brand strategy is ensuring there’s always a fresh and enticing range of on-trend products available to consumers of all ages. WildBrain CPLG continues to secure best-in-class partnerships and these new deals are no exception – we’re sure these new ranges will be a huge hit with our fans across EMEA.”

Roberto Pallottini, licensing manager MENA at WildBrain CPLG, said: “The instantly recognisable Emoji brand continues to go from strength to strength particularly across the MENA region, where it’s become a key property for retailers, especially those within the fashion space. With its distinctive, vast and universal language, Emoji offers endless possibilities for licensees and retailers to get creative, as demonstrated by this latest wave of products that offer consumers some really fun and unique ways to express themselves.”

WildBrain CPLG represents the Emoji brand across the UK and Eire, Germany, Austria, Switzerland, across Benelux, Turkey, CEE, Spain and Portugal. It also reps the brand in Russia, France, MENA, Nordics, Italy, Greece, Poland, and Ukraine.

Additionally, WildBrain CPLG is handling worldwide licensing and merchandising rights for emojitown®, a new digital-first series and consumer products extension of the Emoji brand, for which the agency is developing a cross-category merchandise offering targeted at teens and young adults.