The entertainment, sports, and brand licensing powerhouse, WildBrain CPLG has been appointed the licensing representative of the cleaning technology brand, Kärcher across Europe.

Working with Alfred Kärcher SE and Co, WildBrain CPLG will bring the brand under its lifestyle division and work to develop a licensing programme that will target both adults and kids across categories including workwear, role play toys, and promotions.

Kärcher is an established manufacturer of home and professional cleaning equipment, recognised for products including pressure washers, window vacuum cleaners, hard floor cleaners and more. The German company is family-owned and operates worldwide, with its products sold by over 130 companies across 72 countries.

Victoria Whellans, group brands director, WildBrain CPLG Lifestyle, said: “Kärcher has an impressive reputation for quality, reliability and innovation globally which gives the brand significant potential in the licensing space across multiple categories and demographics.

“We’ve already had a great deal of interest in the brand and look forward to sharing more details on the first wave of collaborations shortly.”