Hasbro & WildBrain CPLG Expand Partnership

Hasbro Consumer Products has appointed WildBrain CPLG to represent Hasbro’s merchandise, publishing, promotions and short-term location-based entertainment business in CEE and Turkey.

“We are moving our direct business to an agent model in CEE and Turkey as both regions have tremendous growth potential for our consumer products business,” said Marianne James, VP of Hasbro Consumer Products in EMEA. “We believe that the strength of WildBrain CPLG to cover Benelux, the Nordics, CEE and Turkey will allow us to scale our efforts in a meaningful way. WildBrain CPLG will develop our strong portfolio of brands such as Nerf, Monopoly, Play-Doh and My Little Pony.”

Maarten Weck, executive VP and managing director at WildBrain CPLG, added: “We are very pleased to extend our geographical footprint to represent Hasbro in CEE and Turkey, where we see tremendous opportunity for their leading family brands. The addition of these new markets to our remit strengthens our strategic relationship with Hasbro and gives us even more opportunity to synergize our European efforts, without losing the local touch.”

WildBrain CPLG was tapped to be Hasbro’s new sub-representative in the Nordics and Benelux in January of this year.