WildBrain CPLG has been appointed the licensing agent for Sanrio’s portfolio of character brands across Iberia and Germany.
Per the deal, WildBrain CPLG will represent Hello Kitty, My Melody, Aggretsuko, Gudetama and Little Twin Stars in the markets. In Iberia, it will take the brands into new categories, with a focus on fashion accessories, homewares and collaborations with local brands. For Germany, the licensing agency will handle all categories including apparel to bolster the ranges currently available at retailers such as C&A, Zalando, Otto, Ernsting’s family, Lidl and myToys.
Maarten Weck, executive VP and managing director at WildBrain CPLG, said: “After working with Sanrio to celebrate Hello Kitty’s 35th anniversary in 2009, we’re excited to be teaming up with them once again. Sanrio’s diverse and charming portfolio of characters is known and loved across Europe, and we’re looking forward to forging new licensing partnerships to bring them to life for fans across Iberia and Germany during Sanrio’s landmark 60th-anniversary year and beyond.”
Silvia Figini, COO at Sanrio for EMEA, India and Oceania and Mr Men Worldwide, added: “We are happy to collaborate with a global agency such as WildBrain CPLG in two of our main markets. Their international expertise and our strong heritage will create a successful partnership, and we are confident that together we will boost our amazing portfolio of characters in all the product categories.”