Tag Archives: WildBrain CPLG

Hasbro Consumer Products expands licensing activity into Benelux with WildBrain CPLG

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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.”

Spin Master taps WildBrain CPLG, Tycoon and Haven for global licensing efforts

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Spin Master has entered into strategic agreements with three international licensing agents in order to build out consumer product campaigns across its portfolio of brands, including Hatchimals, Bakugan, Toca Life, Zo Zo Zombie, Etch A Sketch, and Tech Deck.

The global toy company has tapped WildBrain CPLG for EMEA, Tycoon for Latin America, and Haven for Australia and New Zealand.

These international licensing agents will work with Spin Master to initiate and drive licensee activity across apparel, accessories, back-to-school, food and beverage, gift and novelty, health and beauty, home décor, party goods, publishing, seasonal, sporting goods and promotional partnerships.

Global licensing efforts are already underway for Bakugan, Spin Master’s ninth television series, complete with an innovative toy line, card game and mobile app.

The licensing program leverages the key attributes of the brand – battling, gaming, and collectability with a style guide based on anime-styled art, building on the brand’s rich heritage and adapting to a new generation of fans.

In 2019, Spin Master unveiled the significant licensing potential behind Toca Life with a back to school programme at H&M featuring a fashion collection for both girls and boys. The capsule collections combined the characters of Toca Life with fashion by channeling the spirit of the game.

Based on its successful performance, the collaboration will be further expanded on in Spring 2020. With over 13 million downloads of Toca Life, there exists an exciting pipeline of global opportunities.

“Evergreen global properties combined with new IP have established Spin Master as a leader in content creation, toy development and franchise building,” said Juli Boylan, vice president of franchise development and outbound licensing at Spin Master.

“We are thrilled to join forces with WildBrain CPLG, Tycoon and Haven, all with stellar reputations and proven track records in their respective markets. Each share our entrepreneurial spirit and are sure to accelerate our global licensing efforts by bringing our brands, characters and stories to consumers in new and unique ways.”

“Spin Master is globally known for its innovative toys and brands and we are excited to be aligning our complementary skills and expertise across these core properties, seeking fresh new opportunities to grow their presence with both new and established fans worldwide,” added Maarten Weck, executive vice president and managing director, at WildBrain CPLG.

The news arrives just as Spin Master celebrates another successful London Toy Fair this year, where the firm was recognised at the annual Toy Industry Awards with a slew of wins, presented by the BTHA and the Toy Retailers Association.

In a ceremony held on the first day of the London Toy Fair, Spin Master was named Global Supplier of the Year and PAW Patrol Pre-School Range of the Year for a second year in a row.

Additionally, the BTHA named Spin Master’s newly launched DC toy Batman 12inch Deluxe Figure with Rapid Change Utility Belt as one of the ‘Toy Fair Heroes’.

“It’s a great honour for Spin Master to once again be recognised with these important industry awards, a true reflection of our team’s dedication to both product innovation and partnerships,” said Ben Gadbois, Spin Master’s global president and COO.

“Spin Master is committed to continuous innovation and we are excited to unveil our 2020 line up that is sure to encourage creativity and ultimately make life more fun.”

“We’re delighted to be recognised at this prestigious industry event, an amazing start to another new year in this fantastic industry,” said Hedley Barnes, general manager Europe. “In addition to accolades for our brands, it is wonderful to be acknowledged for Spin Master’s part within the global toy industry, something we take pride in achieving.”

WildBrain CPLG scores freestyle footballer Touzani representation

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WildBrain CPLG is to represent the sports, fashion, and lifestyle brand Touzani in the Benelux region, targeting toys and games, stationery and back to school, homewares, accessories, publishing, and promotions.

The Touzani brand is inspired by Soufiane Touzani, the successful street footballer and media personality across the region.

Soufiane Touzani is hailed as the pioneer of modern freestyle football and has played with some of the world’s most celebrated players. He has an impressive online presence for his football focused content with over 837k YouTube subscribers, 1.2m followers on Instagram and 400k Facebook fans, in addition to a television show which aired in the Netherlands during 2018 titled Tiki Taka Touzani. 

In 2018, Touzani also launched a successful apparel collection for adults and kids featuring innovative patterns, branding and materials.

Brenda Draaisma, general manager at WildBrain CPLG Benelux, said: “Soufiane Touzani is the pioneer of freestyle football and one the sport’s most successful players, as well a hugely popular influencer and inspiration to the next generation.

“With the licensing programme for Touzani in its early stages, our expertise will enable us build upon the brand’s success so far and assemble a robust merchandise and retail programme for Touzani’s impressive fan base in the Benelux market.”

Touzani added: “Our brand is about inspiring individuals, creating role models and celebrating equality around the world with intent, gratitude and purpose. Together with WildBrain CPLG, I’m confident we can create synergy and harness these values to build a line of creative and fresh products for fans across Benelux.”

Steve Manners named VP of business development at WildBrain CPLG and WildBrain Spark

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WildBrain has appointed Steve Manners to drive a new business development initiative designed to help licensors and content creators reach consumer audiences through YouTube.

In the newly created role, Manners will work with clients to build brand management programmes that leverage the blended expertise of WildBrain’s established consumer products licensing agency, WildBrain CPLG, and its WildBrain Spark network and studio.

According to the firm the initiative reflects WildBrain’s position to “offer a full approach to brand management and monetisation through its expertise in consumer products licensing, content creation, and digital distribution.”

Maarten Weck, EVP and managing director at WildBrain CPLG, said: “We have been working closely with our colleagues at WildBrain Spark as the licensing industry becomes increasingly attuned of the potential of YouTube and other digital platforms for launching, supporting or reinvigorating IP.

“Steve is the ideal person to spearhead business initiatives that help inform and support our clients as they look to navigate the digital landscape, and his new role will help maximise the synergies across our businesses.”

Jon Gisby, managing director at WildBrain Spark, added: “WildBrain Spark’s expertise in digital distribution and content creation can help IP owners and their licensees engage audiences across the world, and maximise the return on their marketing investments.

“With approximately four billion views per month on our YouTube network, we have an abundance of insights and data that can drive consumer products strategies and campaigns. In addition, we assist licensors in creating ‘always on’ content delivery on YouTube to further engage consumers and support brand activity, so it’s a natural step to harmonise our offering for IP owners.

“Steve’s experience and relationships in the licensing world will enable us to enhance our services and forge expanded and new partnerships.”

As VP, business development WildBrain CPLG and WildBrain Spark, Manners will report to Weck and Gisby. He boasts nearly 30 years’ experience in consumer products. Since 2010, he has been a key member of the management team that has seen WildBrain CPLG become one of the world’s top consumer products licensing agencies.

Manners has played an integral role at the agency in overseeing the successful programmes of key licensors and also securing new representation. Prior to CPLG, he held senior positions at 20th Century Fox, Universal and Beanstalk.

Manners added: “There is a huge opportunity for IP owners in harnessing the expertise, tools and reach of both WildBrain CPLG and WildBrain Spark – it’s a very exciting time to be at the forefront of this bold new world.

“We are uniquely positioned to offer combined expertise and services that benefit those coming from the AVOD-first space to consumer products, as well as those licensors looking to leverage YouTube as a tool.”