WildBrain CPLG tapped as Motul eyes lifestyle brand extension across apparel, toys, and more

WildBrain CPLG has been tapped as the global agent for the engine oil brand, Motul in an agreement that will mark its first expansion into licensed products. Under the partnership, WildBrain CPLG’s dedicated lifestyle division will target categories including workwear, tool, car and bike maintenance goods, and garage equipment.

Plans will also encompass lifestyle categories such as apparel, accessories, gifting, construction toys and kits, and retail loyalty promotions.

Originated in the USA in 1853, with the Swan & Finch Oil Corporation, Motul has specialised in the formulation, production and worldwide distribution of high-tech engine lubricants, aimed at the end consumer. Motorsports has been Motul’s primary laboratory for creativity and innovation since it first stepped into racing in the 1950s, with the brand using racetracks and international motorsports events to develop, refine and test its products to the limits.

As a result, the company has been a technical partner and official supplier to some of the the finest teams and manufacturers in history. Motul is now present in over 160 countries, and recent event partnerships for the brand include the Dakar Rally, MotoGP, World WSBK, the 24 Hours of Le Mans, IMSA, Le Mans Classic and Goodwood Revival.

Victoria Whellans, group brands director at WildBrain CPLG Lifestyle, said: “With Motul’s rich heritage and reputation as one of motorsports’ most notable players, the brand has excellent licensing potential in a diverse range of categories. We’re already working closely with Motul to build a best-in-class consumer products offering, which will be closely aligned with the brand’s core values – premium, specialist, ingenious, brotherly, passionate and authentic.”

Romain Grabowski, head of brand at Motul, said: “It’s with great pride that we announce our collaboration with WildBrain CPLG, as we both share the same ambition and they were immediately an obvious choice to us. The WildBrain CPLG team has an extensive network and impressive experience within the licensing world and we’re confident they will carefully identify licensees that are matched with our primary focus on quality as well as with our unique spirit, which is a considered blend of authenticity, innovation, passion for racing and taste for adventure.

“The official Motul licensed products offering will soon be available across different markets and will give Motul fans, petrol-heads, drivers, riders, DIYers and mechanics the opportunity to enjoy a wider experience with the Motul brand.”

Motul joins WildBrain CPLG’s growing lifestyle portfolio, which also includes Absolut Vodka, Charlotte Posner, Karcher, Kikkoman, The Metropolitan Museum of Art, Osprey London, Parental Advisory, Chupa Chups, Mentos, Smint, Yale University and Harvard University.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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