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ViacomCBS lands slate of CEE partners for PAW Patrol, SpongeBob, Shimmer & Shine and more

WildBrain CPLG has secured a wave of new and extended FMCG partnerships in Central and Eastern Europe across ViacomCBS’ portfolio of popular animated brands including PAW Patrol, SpongeBob SquarePants, Blaze and the Monster Machines, Shimmer & Shine and Bubble Guppies.

The pan-regional deals brokered by the WildBrain CPLG CEE team include those with Foodcare for a range of PAW Patrol instant porridge, hot cereals, and instant cocoa, an oral care range from GSK, and an extended offering of fruit and vegetable juices and pouches from Hortus to include Jurajska Junior PAW Patrol water.

In addition, long-term licensee Dairy4Fun continues to significantly grow the business across Europe with its range of children’s desserts and snacks featuring PAW Patrol, SpongeBob SquarePants and Blaze and the Monster Machines.

In Poland, WildBrain CPLG has secured a deal with the market’s largest ice cream manufacturer, Koral, for a range featuring PAW Patrol and SpongeBob SquarePants. The partnership marks Koral’s first licensed offering and the range’s recent launch was supported by an extensive outdoor marketing campaign, including branded trucks. Alongside this, a new deal with Cerbona in Hungary saw a range of breakfast cereals featuring SpongeBob SquarePants recently launched at local retailers Auchan, Spar, Tesco HU and CBA.

Additionally, Cerbona is gearing up to roll out the range into new territories, including Czech Republic and Romania from this summer.

Meanwhile, in Serbia, WildBrain CPLG has signed beverage market leader KNJAZ MILOS (part of the Pepsi Group) for a flavoured water featuring Blaze and the Monster Machines, and Shimmer & Shine, with PAW Patrol joining the offering from August 2021. Also in Serbia, Plazma is celebrating ongoing success with its range of PAW Patrol snacks and cereal.

Slawomir Ekiert, managing director CEE and Nordics at WildBrain CPLG, said: “We’re seeing significant growth within the FMCG category across Central and Eastern Europe, which is largely being driven by beloved kids’ entertainment properties.

“ViacomCBS’s engaging slate of animated IP is ideally placed to captialise on the vast business potential FMCG partnerships offer, as demonstrated by this robust line-up of new and expanded deals. For 2021 and beyond, we’ll be focused on further boosting our footprint within the FMCG space and setting the standard for licensed products across our portfolio of entertainment and lifestyle properties, in both the CEE region and wider European market.”

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