Hasbro Taps WildBrain for Licensing in Nordics

Hasbro has appointed WildBrain to represent its merchandise, publishing, promotions and short-term location-based entertainment businesses across the Nordic region.

WildBrain will be Hasbro’s new sub-representative in Denmark, Sweden, Norway, Iceland, Finland, the Faroe Islands and Greenland. The new agreement takes effect on January 1, 2020.

“As Hasbro plans ahead to its bright future in the Nordic region and developing consumer products for some of the world’s most powerful and beloved brands such as My Little Pony, NERF, Monopoly and Play-Doh, we are thrilled to bring WildBrain on board,” said Marianne James, VP of Hasbro Consumer Products in EMEA. “We strongly believe that WildBrain has the experience, scale and ambition to work with Hasbro, along with its local licensees and retail partners to bring our Consumer Products business to the next level.”

Maarten Weck, executive VP and managing director of WildBrain added: “We are extremely happy to enter into a relationship with Hasbro. As a leading and dynamic company with a raft of exciting and diverse properties, we feel there is a wealth of opportunity to further extend Hasbro’s brands in consumer products.”