WildBrain CPLG Partners with MINISO

WildBrain CPLG has partnered with international lifestyle retailer MINISO to launch new consumer products for Strawberry Shortcake, Teletubbies and In the Night Garden.

MINISO will begin launching products in China for In the Night Garden this fall, with Teletubbies and Strawberry Shortcake to debut internationally next year. Product categories for all brands include toys, consumer electronics, personal care, cosmetics, stationery, accessories, homeware, tableware and drinkware.

Outside of Greater China, the partnership will see products launched in MINISO’s network of lifestyle stores across North America, Latin America, Europe, Southeast Asia (excluding Japan), the Middle East and Africa.

Benjamin Bao, VP of China for WildBrain CPLG, said: “MINISO has incredible reach via its growing network of stores around the world and is rapidly cementing its position as a destination for consumers to find high-quality, joyful lifestyle products at accessible price points. This partnership marks a significant step forward in our global licensing campaigns for these beloved franchises, highlighting our commitment to bringing fans closer to the brands they love through creative and design-led products. It is also testament to our approach of leveraging our deep local expertise, such as with our licensing team in Shanghai, as part of our strategy to amplify brands for global audiences.”

Ada Dou, executive VP of MINISO, said: “Partnering with renowned IPs is a key part of our strategy as we aim to transform into a global lifestyle super brand. By focusing on interest-driven consumption, MINISO aims to solidify its position as a prominent player in IP collaboration for lifestyle products. Through these partnerships, we can establish a deeper emotional connection with consumers and further enhance the brand’s identity.”