WildBrain CPLG Inks New Deals for ViacomCBS Across CEE


WildBrain CPLG has secured a raft of new and extended fast-moving consumer goods (FMCG) partnerships in Central and Eastern Europe across ViacomCBS’s portfolio of animated brands.

The new pan-regional deals brokered by WildBrain CPLG’s CEE team include Foodcare for a range of PAW Patrol instant porridge, hot cereals and instant cocoa, and a PAW Patrol oral care range from GSK. Further, Hortuś extended its offering with the addition of Jurajska Junior PAW Patrol water.

Dairy4Fun continues to significantly grow the business across Europe with its range of children’s desserts and snacks featuring PAW Patrol, SpongeBob SquarePants and Blaze and the Monster Machines.

In Poland, WildBrain CPLG has secured a deal with ice cream manufacturer Koral for a range featuring PAW Patrol and SpongeBob SquarePants. A new deal with Cerbona in Hungary saw a range of breakfast cereals featuring SpongeBob SquarePants roll out at local retailers. Cerbona is gearing up to soon launch the range into new territories, including Czech Republic and Romania.

In Serbia, WildBrain CPLG has signed beverage company KNJAZ MILOS (part of the Pepsi Group) for a flavored water featuring Blaze and the Monster Machines and Shimmer & Shine, with PAW Patrol joining the offering from August. Also in Serbia, Plazma has a range of PAW Patrol snacks and cereal.

Slawomir Ekiert, managing director for CEE and Nordics at WildBrain CPLG, said: “We’re seeing significant growth within the FMCG category across Central and Eastern Europe, which is largely being driven by beloved kids’ entertainment properties. ViacomCBS’s engaging slate of animated IP is ideally placed to capitalize on the vast business potential FMCG partnerships offer, as demonstrated by this robust line-up of new and expanded deals. For 2021 and beyond, we’ll be focused on further boosting our footprint within the FMCG space and setting the standard for licensed products across our portfolio of entertainment and lifestyle properties, in both the CEE region and wider European market.”