WildBrain CPLG Appointed PLAYMOBIL Master Licensee

WildBrain CPLG has become the master licensee for PLAYMOBIL and will expand the brand beyond its core toy range.

Beginning in April, WildBrain CPLG will introduce new products across merchandise, publishing, location-based experiences and promotions for the core and franchise PLAYMOBIL brands from the Horst Brandstätter Group, including Wiltopia, Novelmore, Adventures of Ayuma and more.

PLAYMOBIL has been around since 1974, giving children highly detailed figures and play worlds to stimulate imagination and creativity. WildBrain CPLG will help build upon the brand’s potential for adults and kids and will also explore ways to help the brand achieve its sustainability goals.

“As we continue to expand our global footprint at WildBrain CPLG, it’s fantastic to welcome PLAYMOBIL to our well-established roster of world-leading brands,” said Maarten Weck, executive VP and managing director at WildBrain CPLG. “PLAYMOBIL is a household name for families and is a mainstay for retailers, with a long-standing reputation for both quality and creativity. We see significant potential to expand the brand’s presence and profile beyond the core toy range, and we look forward to creating new and unique partnerships across a varied range of categories.”

Roger Balser, head of the PLAYMOBIL nusiness unit, said, “PLAYMOBIL has fans all over the world. Hand in hand with WildBrain CPLG, we will bring the brand to many new categories and markets. We want to inspire kids of all ages around the globe to playfully explore the world, a world full of imaginative stories. Our goal is to establish PLAYMOBIL as a globally leading consumer-centric brand. We do this by creating emotional connections with our consumers across all touchpoints from entertainment to toy, from consumer products to promotions and live experiences.”