Hasbro Broadens WildBrain CPLG Partnership

Hasbro has appointed WildBrain CPLG as its new sub-representative in the Nordics and expanded the company’s rights to include the Netherlands, Belgium and Luxembourg.

Under the agreement, WildBrain CPLG will represent Hasbro’s merchandise, publishing, promotions and short-term location-based entertainment businesses across both Benelux and the Nordic regions. The deal took effect on January 1.

“Benelux is a region with tremendous potential to develop consumer products,” said Marianne James, VP 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 VP and managing director of 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 program in the region.”