WildBrain CPLG Renews & Expands Hasbro-eOne Deal

WildBrain CPLG has renewed its existing partnership to represent Hasbro and Entertainment One (eOne) properties in select markets and has added to the footprint Italy (Hasbro and eOne) and India (Hasbro only).

This builds on a previous agreement under which the agency handles Hasbro/eOne’s portfolio of brands in Central and Eastern Europe, Benelux, the Nordics and Turkey.

Across all of these territories, WildBrain CPLG now represents the full portfolio of Hasbro’s brands, including My Little Pony, Transformers, Nerf, Play-Doh, Dungeons & Dragons, Power Rangers and Magic: The Gathering. Representation also includes all Hasbro Gaming brands, such as Monopoly, Cluedo, Twister and Trivial Pursuit. WildBrain CPLG also represents brands such as Peppa Pig and PJ Masks across these territories, excluding India.

WildBrain CPLG handles key merchandising categories for all these brands, including apparel and accessories, arts and crafts, homewares, food and beverage, health and beauty, electronics, pet supplies and toys.

Maarten Weck, executive VP and managing director of WildBrain CPLG, said: “We’ve established a hugely successful relationship with Hasbro/eOne and have already brought their beloved brands to life for a vast audience. The renewal and expansion into additional markets is testament to the strength of our partnership, and we know that Italy and India will provide significant opportunities for future growth and innovative collaborations. We look forward to continuing this journey with Hasbro/eOne and using our robust local and global expertise to build engaging consumer products programs for the long term.”

Marianne James, VP for EMEA and Asia licensed consumer products at Hasbro, said: “Since we started working with WildBrain CPLG three years ago, Hasbro has seen growth across merchandise for many of our esteemed brands in the European market, deeming our partnership a huge success. We’re thrilled to continue working with WildBrain to help scale up our brands in Italy and India. We’re confident that they’ll bring success to these key regions.”

Within existing markets, WildBrain CPLG signed BOTI for a Transformers-themed line in Benelux of the Battle Cubes product. BONNE is now on board for Peppa Pig smoothies in Finland. In CEE, new agreements include a direct-to-retail partnership for Peppa Pig with footwear retailer CCC and a deal with Trendmaster for a confectionery offering across Nerf, My Little Pony and Transformers.

In Turkey, Ceren added PJ Masks alongside its existing Play-Doh deal in the stationery category. The agency signed its first deals for Peppa Pig with Ermoda for apparel and Mori Toys for puzzles.